PENSHOPPE, the flagship fashion brand of Golden ABC, Inc. (GABC), is entering an exciting new era marked by bold innovation, digital acceleration, and next-generation leadership. Following a year of headline-making campaigns and global celebrity collaborations, PENSHOPPE is doubling down on its cultural relevance and global reach.
Long established as a lifestyle leader in Southeast Asia, PENSHOPPE’s transformation is being powered by a new wave of leaders within GABC, signaling the company’s commitment to the future of fashion retail.
At the forefront is Brandon Liu, recently appointed Vice President of PENSHOPPE, following a successful tenure as Brand Director. With a cross-functional background spanning operations, product development, and marketing, Liu brings a strategic and creative perspective to the brand’s evolution.
“We’ve built PENSHOPPE to resonate globally while staying rooted in Filipino identity,” said Liu. “Our focus is to remain relevant and competitive—through on-trend fashion, culturally attuned collaborations, and brand experiences that feel uniquely our own.”
Liu is leading efforts to expand PENSHOPPE into new categories and channels, including enhanced e-commerce capabilities, new store formats, and TikTok Shop integrations. He also emphasized the brand’s commitment to fostering community through programs like Club Penshoppe, which taps into rising local talents such as P-Pop group BINI.
“PENSHOPPE has always been a brand for the youth,” Liu added. “With a fast-growing Gen Z audience, we are focused on continuous adaptation—both in how we engage digitally and how we innovate physically in retail spaces.”
Alongside Brandon Liu is Bryan Liu, GABC’s Vice President for Strategy and Operations, who plays a critical role in aligning strategy, marketing, customer experience, and innovation across the organization’s over 1,000 stores and online platforms.
“My role is ultimately about stewardship,” said Bryan Liu. “We’re building brands for the world—anchored in purpose and powered by innovation. PENSHOPPE is leading that charge by staying connected to evolving consumer needs and inspiring greatness in every market we serve.”
Under Bryan’s guidance, GABC has embraced a digital-first, customer-centric transformation, positioning PENSHOPPE to expand its physical presence globally while continuing to grow its international online channels.
Together, Brandon and Bryan Liu—both members of the GABC Board of Directors—represent the dynamic future of the company: rooted in values, driven by purpose, and ready to shape the next phase of fashion retail.
