PENSHOPPE to build brands for the world with next gen of leaders

CEBU CITY— The PENSHOPPE Group, formally known as GOLDEN ABC, Inc. (GABC) is a multi-awarded international fashion enterprise that is home to top proprietary brands that shape the retail industry today is now aiming to expand globally, particularly in Asia, Africa, and South America with its next generation of leaders.

“The corporate vision is to build brands for the world, aiming for international presence, explore opportunities for partnerships, joint ventures, or acquisitions in international markets, particularly in Asia, Africa, and South America and strengthen PENSHOPPE’s e-commerce and explore new store formats to better serve the evolving needs of the youth market,” said Brandon Liu, in an exclusive interview on August 3 with Cebu media at a hotel here in Cebu City.

Recently appointed GABC-Vice President after a successful tenure as Brand Director, Brandon wants to continue to focus on product quality and design to ensure PENSHOPPE’s offerings remain relevant and wearable for the long term. 

Brandon added that there is also a need to investigate opportunities to expand PENSHOPPE’s brand presence within the Asia region, while also considering the potential impact of tariffs. With his experience spanning operations, product development, and brand management across GABC, he brings a well-rounded, cross-functional perspective to the role.

“We’ve built PENSHOPPE to resonate globally while staying rooted in Filipino identity.  As we move forward, our focus is to remain as relevant as ever and to keep delivering what our customers expect from us as a market leader on-trend fashion, culturally attuned collaborations, and brand experiences that are both globally competitive and uniquely our own,” he added.

Brandon’s leadership combines strategic clarity with creative instinct fueling PENSHOPPE’s bold, values-driven evolution through trend-savvy campaigns, digital innovation, and purposeful storytelling that resonate with Gen Z and millennial consumers. 

Bryan Liu, Vice President for Strategy and Operations on the other hand, leads the company’s integrated approach to sales, marketing, customer experience, supply chain, and innovation, ensuring brand consistency and operational agility across over 1,000 stores and key global markets.

GABC produces, markets, and retails under a fast-growing, dynamic family of well-differentiated, proprietary brands--PENSHOPPE, OXGN, FORME, MEMO, REGATTA, and BOCU. The company originated in the Philippines in 1986 and today, it has over 1000 stores as well as strong presence in various countries across the globe, Bryan shared.

“My role is ultimately about stewardship to ensure that the PENSHOPPE Group continues to evolve while staying anchored to the purpose that has guided us from the beginning: inspiring greatness. We believe in using our business as a vehicle for good—empowering people, elevating Filipino talent, and creating meaningful impact through the brands we build,” Bryan said.

Beyond his corporate role, Bryan has been instrumental in PENSHOPPE’s continued growth, aligning strategy with brand vision to keep it agile, competitive, and connected to evolving consumer needs.

Under his leadership, GABC has embraced a digital-first, innovation-led agenda, with Bryan actively encouraging PENSHOPPE to lead the way in shaping how the company connects with the next generation.

Retail landscape and competitive positioning 

Brandon and Bryan Liu, both of whom sit on GABC’s Board of Directors, represent the next-generation vision and vigor of the company. Their focus is on young consumers, with plans to expand into new categories and formats.

They emphasize sustainability by minimizing waste and using eco-friendly materials. PENSHOPPE’s recent marketing campaign, “Full Speed Ahead” emphasized the need to adapt to global trends that includes both international and local endorsers, balancing global trends with local relevance.

“The brand's product design team interprets global trends to make them commercially acceptable and wearable for the Filipino market.  All our designers are Filipinos, drawing inspiration from both global and local sources.  The brand's commitment to staying relevant and meeting customers where they are, especially Gen Z, is emphasized,” Brandon said.

PENSHOPPE’s next generation of leaders talked about the favorable results of the brand's current performance, focusing on improving product quality.  The brand aims to provide value to customers by ensuring products are wearable and long-lasting, the brand is not in the fast fashion category but still introduces new collections monthly to meet customer demand.

The Liu brothers stressed the importance of staying close to the customers to understand their needs and values.  The company's consistent value is to be relevant to the customer, whether it's through product design or branding.

Bryan shared that the company's community-building efforts are driven by the principle of inclusivity and customer relevance and that the company's nationwide presence ensures that decisions made in the head office apply to the entire Philippines.

Bryan also mentioned that the company has offers to open internationally but is still focusing on serving the local market well first.  Brandon's role in the management committee will contribute to strategic planning and ensuring the brand's readiness for international expansion, he added.

“The company aims to open stores in 50 countries over the next five years, ensuring market intimacy and brand strength and the importance of balancing global standards with local relevance to maintain PENSHOPPE’s integrity,” Brandon said. (Photos: MBCNewman)