Next-Gen Leadership, Global Ambitions: Brandon and Bryan Liu Chart a Bold New Era for Golden ABC, Inc.

Golden ABC, Inc. (GABC), the powerhouse behind some of the Philippines’ most recognizable fashion brands, is entering an era marked by bold strategy, cultural fluency, and next-generation leadership. At the heart of this transformation are Brandon and Bryan Liu, two Cebuano brothers who have spent over a decade with the company, steadily shaping its direction and now leading its most dynamic phase yet.

A Vision Rooted in Legacy

PENSHOPPE, GABC’s flagship brand, founded in 1986, has long been a mainstay in Filipino fashion. But today, it’s not just a household name. It’s a cultural force that resonates with Gen Z and millennial consumers both locally and globally. The brand’s evolution is spearheaded by Brandon Liu, who was recently named Vice President after serving as PENSHOPPE’s Brand Director. His hands-on experience across operations, product development, and marketing positions him as a cross-functional leader capable of bridging creativity and business strategy.

Under Brandon’s leadership, PENSHOPPE has embraced a bolder, values-driven voice, one that blends Filipino identity with global relevance. This is evident in its high-profile collaborations with global stars like Gigi Hadid, Kendall Jenner, Lisa of BLACKPINK, and NCT Dream. Several groundbreaking local partnerships include the one with P-Pop group BINI.

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

Operational Excellence Meets Purpose

Complementing Brandon’s creative direction is Bryan Liu, Vice President for Strategy and Operations at GABC. Bryan plays a pivotal role in overseeing the company’s end-to-end functions. He focuses on sales and marketing to customer experience, supply chain, and innovation. With over 1,000 stores nationwide across all GABC brands (including about 500 for PENSHOPPE alone), Bryan ensures consistency, agility, and scalability in a rapidly changing retail landscape.

His leadership is instrumental in pushing GABC’s digital-first agenda, anchoring the company’s growth in data, innovation, and customer-centricity. But more than that, Bryan sees his role as one of stewardship. He is guiding the company forward while remaining grounded in its founding principles.

The Future of Filipino Fashion Retail

Together, Brandon and Bryan Liu represent a powerful generational shift within GABC. They bring fresh energy, strategic clarity, and cultural savvy to the table. As members of the Board of Directors, the brothers are deeply involved in shaping GABC’s long-term vision, one that not only adapts to the future of retail but helps define it.

From Cebu to the world, the Lius are writing the next chapter of Golden ABC. And this is one where Filipino creativity, global ambition, and purpose-driven leadership converge to create something truly transformative.

With PENSHOPPE leading the charge, the message is clear: Golden ABC isn’t just expanding its reach, it’s setting the pace.