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About Us

SH Retail Academy (SHRA) is a retail training provider founded and inspired by the intention of Mr Lim Kim Heng, Executive Chairman of Senheng New Retail Berhad, to support Malaysian retail industry to grow by increasing productivity through digitalisation and upskilling.


We also specializes in customizing programs according to the corporates needs and technical requirements.


SHRA  is also a HRD Corp/ HRDF Certified Training Provider and all of our trainers are HRD Corp/HRDF Certified.





As founder and director of Senheng Electric (KL) Sdn Bhd, KH Lim is the key driving force behind the phenomenal growth and success of the organisation. Through progressive, forward thinking, innovative touches and ability to recognise & respond to key business trends, the prudent and watchful leadership of KH Lim has solidified Senheng’s position as one of the largest consumer electronics retail chain stores in Malaysia.




YY obtained his Bachelor of International Business degree from Macquarie University (Sydney, Australia) in 2009, and a Master of Business in Marketing from the University of Technology in Sydney in 2011. He also obtained an executive degree in Business Analytics & Big Data from the Harvard Business School in 2016. In 2019, he was recognised as a HRDF certified trainer.




Ho Weng Hung graduated from Universiti Putra Malaysia with a Bachelor of Mass Communication degree in 2004. The same year, he began his career with Senheng KL as an operation and sales executive, where he was involved in the sales, inventory management and staff management of the outlets located in Klang, Shah Alam and Petaling Jaya. In September 2020, he was promoted to Vice President of Retail Operations, Logistics and Service. His added responsibilities are to oversee the outlets located in the central region, Sabah and Sarawak and to execute policies and procedures for retail, logistic and service operations at all outlets.

HRDF Certified Trainer- Cassandra Chan


Chief Executive Officer

Cassandra has multidisciplinary skills from her training attended, namely Lean Six Sigma Black Belt (UK), Licensed NLP Trainer (USA), Dale Carnegie Certification (UK), Certificate in Designing Online Learning (UK) and a few others. Currently, she leads and mentors SHRA’s trainers. Her ability to work and collaborate with her team has brought about high quality training standards in SH Retail Academy.

Meet Our Trainers

HRDF Certified Trainer- Cassandra Chan

Cassandra Chan


Cassandra has multidisciplinary skills from her training attended, namely Lean Six Sigma Black Belt (UK), Licensed NLP Trainer (USA), Dale Carnegie Certification (UK), Certificate in Designing Online Learning (UK) and a few others. Currently, she leads and mentors SHRA’s trainers.

HRDF Certified Trainer- Ee May

Ee May


Ee May is a trainer with more than 4 years of public speaking experience with diverse experience in training professional working adults. She has trained many sales professionals, executives and managers in the areas of sales techniques and mindsets, communication and management


Nazrin has been in coaching industry for 7 years, and he is passionate in helping people to achieve their goals and improving their quality of life. He always believes in giving the best to people through customer oriented mindset. He has 2 years of experience in Customer Service in various industries focusing on handling inbound emails, customer enquiries and complaints as well as warranty claims.

HRDF Certified Trainer- Ee Hau

Ee Hau


Ee Hau has been dedicating his life in supporting people to achieve their life goals.


With his working experiences in Human Resources, he has gotten a clearer view on adult learning when it comes to developing talents in the corporate settings. And, he decides to further his career as a corporate trainers to assist people in their journey to get closer to their ideal self.

HRDF Certified Trainer- Bryan

Bryan Law


Bryan has 7 years of experience in  education and facilitation. He had various exposure in different aspects of retail such as sales, supply  chain and manpower management, even with awards of “Best Performer” during his working  experience in one of the top retail companies in Malaysia. 


His passion  in education and training has led him to equip himself with various knowledge and skills, one of them  being knowledge and skills of a PSMB Certified Trainer. 


Being the leading retail training institution in Malaysia to fulfil the needs and interests for a sustainable retail industry.



Nurture individuals to the discovery, advancement, and application of knowledge that meet the needs of the retail industry.  



1. To be the preferred talent management for the retail industry.

2. To transfer and share critical knowledge with the retail industry.

3. To raise awareness and equip the retail industry with the right tools to embark on digital transformation.


Core Values

1. Accountability – We are personally accountable for delivering on our commitments, from pre-training to post-training.

2. Innovation – We are committed to helping the retail industry innovate and digitalise their business

3. Integrity – We must uphold the highest integrity at all levels of the business. We must do things right, and we must do the right things.



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