If you’ve ever travelled to places like Europe or Japan, you’ve probably seen those giant retailers that sell a wide variety of used electronics and games at bargain prices, and wished they would come to Malaysia. Well, the UK’s biggest such chain, Complete Entertainment Exchange , has set up shop here with the opening of its first outlet in IOI City Mall.
Originating from the UK, CeX has expanded to 630 stores in ten countries, including Ireland, Spain, Portugal, Mexico, the Canary Islands, the Netherlands, Australia, India and Italy; Malaysia is its first location in Southeast Asia, due to its “its strategic location and rapidly growing economy.” A new company, Nuovolife, has been appointed the franchisee.
“We are thrilled to bring CeX operations to Malaysia,” said Nuovolife CEO Zyman Marzuki. “The response in the UK has been incredibly positive, and we firmly believe that Malaysia’s dynamic market presents a prime opportunity for CeX to thrive. Combining CeX’s proven business model with our deep local insights and the dedicated team at Nuovolife, we are committed to reshaping the consumer electronics landscape and providing Malaysian customers with an unforgettable retail experience.
CeX’s Malaysian store carries over its UK business model, whereby it buys pre-owned goods with either cash or in-store vouchers. To ensure it hits the ground running, it will kick off operations with over 10,000 products in its inventory, including typical consumer electronics like phones, tablets, and laptops, as well as video games and associated consoles and accessories, cameras and audio equipment.
The inaugural CeX store in Malaysia is located at Lot L2-69 in IOI City Mall Putrajaya, next to GSC West Wing; it’s open daily from 10am to 10pm. Nuovolife plans to open a second store in MyTown in Cheras in August as part of its plans to expand throughout the rest of the Klang Valley this year, with other regions to follow suit in 2026.