Segi Fresh is the flagship community Fresh Mart brand of Segi Value Holdings, providing resh produce, poultry, meat, seafood, chilled and frozen food, and everyday groceries to communities across Malaysia.
The brand is supported by an integrated sourcing, warehousing, logistics and retail network fresh products and daily essentials closer to the communities it serves. Segi Fresh focuses on freshness, value, convenience and community proximity as the core of its retail proposition.
As of September 2026, the wider Segi Value Holdings retail network comprised more than 160 stores nationwide, supported by over 2,500 employees and more than 7,000 products across the network.
Advancing the “Top 1 Fresh Mart” Positioning
Segi Fresh is strengthening its “Top 1 Fresh Mart” positioning as part of the next phase of the brand’s development.
The positioning extends beyond the number of stores operated. It covers the quality and freshness of products, store environment, customer experience, operational standards and the way Segi Fresh serves the communities surrounding its outlets.
Segi Fresh’s stated vision is “To Be Malaysia’s Top 1 Freshmart”, with the ambition supported by continued investment in its stores, supply chain, people and customer experience.
The scale of the retail network has also received external recognition. Malaysia Book of Records approved Segi Cash & Carry Sdn. Bhd. for the record title “Most Fresh Mart Outlets”.
New Bidor Store Showcases Refreshed Brand and Store Concept
On 26 September 2026, Segi Fresh opened its latest store in Bidor, Perak, introducing the retailer’s refreshed brand identity and new store concept.
The Bidor outlet features a refreshed Segi Fresh logo and visual identity, redesigned store layout, enhanced presentation of fresh categories and a more modern, organised and customer-friendly shopping environment.
The concept introduced in Bidor will also provide the direction for future Segi Fresh store openings, while existing stores will be progressively upgraded as part of the retailer’s wider transformation.
Segi Fresh highlighted during the opening that fresh products arrive daily from farms and the sea, alongside its commitment to fresh poultry rather than thawed chicken and fresh seafood for customers.
The newly opened outlet is Segi Fresh’s second store in Bidor, further strengthening the brand’s presence in the town while introducing the latest expression of the Segi Fresh customer experience.
More Than 160 Fresh Mart Outlets Across Key States in Malaysia
As of September 2026, Segi Value Holdings’ retail network comprised more than 160 stores nationwide, including more than 100 Segi Fresh neighbourhood outlets.
The Group’s spans Selangor, Perak, Pahang, Negeri Sembilan, Terengganu, Johor and Kuala Lumpur, with a serving neighbourhoods, towns and communities where convenient access to fresh food and daily essentials is important.
Beyond Segi Fresh, the Group extends its reach through partnership formats. D’Mart Segi Fresh, launched in May 2024 with KPF Trading under Koperasi Permodalan Felda, focuses on FELDA settlements and rural communities. Segi Fresh, formed with PKPS Ehsan Marketing in August 2024, supports access to affordable daily essentials and fresh products across communities in Selangor.
7,000+ Products with Fresh Food at the Core
Fresh food remains at the centre of the Segi Fresh assortment.
Stores carry fresh fruit and vegetables, poultry, meat and seafood, alongside chilled and frozen food, rice, noodles, cooking oil, condiments, beverages and household essentials.
Fresh categories also operate at significant scale. Segi Fresh sells more than 12 million kilograms of fresh seafood and over 14 million fresh chickens annually, according to figures shared during the Bidor opening.
Integrated Sourcing, Warehousing and Logistics
Supporting the store network is an integrated supply-chain ecosystem under Segi Value Holdings.
Segi Cash & Carry operates the retail business and manages areas including fresh sourcing, pricing, inventory and store execution. Segi Logistics manages distribution, warehousing, inventory and local transportation, while Segi Realty supports site selection, warehouse and store properties, renovations and capital investments.
The group also uses a SAP-powered centralised system to coordinate information across its business units, supporting inventory management, replenishment and product availability throughout the network.
A Journey from 1984 to Today
Segi Fresh’s origins date back to 1984, when founder Dato’ Chui Ah Hock began selling potatoes, onions, garlic and dried chillies at morning and night markets.
From those beginnings, the business gradually expanded into wholesale, fresh sourcing, meat and seafood, warehousing, logistics and retail.
The Segi Fresh retail format developed as the group moved further into neighbourhood fresh retail. Its store network subsequently expanded from 50 outlets in 2020 to 75 in 2022, before reaching its 100th outlet in 2023. In 2024, the D’Mart Segi Fresh and Segi Fresh partnership models further broadened the group’s community reach.
Founder’s Perspective: What “Top 1 Fresh Mart” Means
In an interview, Dato’ Chui Ah Hock, Founder and Group Chief Executive Officer of Segi Value Holdings, said Segi Fresh’s vision is “To Be Malaysia’s Top 1 Fresh Mart,” supported by its mission of bringing freshness closer to communities.
For Dato’ Chui, “Top 1” is not defined solely by the number of outlets. It reflects how Segi Fresh intends to raise its standards across freshness, value, customer experience and operational execution as the business continues to grow.
The philosophy is supported internally by four core values:
T — Think Fresh Always
O — Ownership & Accountability
P — Pioneer
1 — One Team, One Goal
These values guide how the organisation approaches continuous improvement, accountability, innovation and teamwork across sourcing, store operations and customer service.