PENSHOPPE Signals a Bold New Chapter, Led by the Next Generation of Leaders

Following a year of headline-making campaigns and global celebrity collaborations, PENSHOPPE—the flagship brand of fashion retailer GOLDEN ABC, Inc. (GABC), is sending a clear message: the brand is doubling down on its presence, reach, and cultural relevance like never before.

Long established as a dominant lifestyle force in Southeast Asia, PENSHOPPE is now entering its most dynamic era yet, driven by a new generation of leaders guiding GABC into its next phase of growth.

This new wave of leadership is most evident in the way PENSHOPPE has evolved its voice and footprint. From securing top-tier international endorsers like Gigi Hadid, Kendall Jenner, NCT Dream, and LIsa of Blackpink, to launching breakthrough local partnerships with acts like P-Pop group BINI, the brand has mastered the art of relevance—cutting through global and local pop culture with equal impact.

At the helm of PENSHOPPE is Brandon Liu, recently appointed Vice President after a successful tenure as Brand Director. With experience spanning operations, product development, and brand management across GABC, he brings a well-rounded, cross-functional perspective to the role. His 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.

“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 said.

PENSHOPPE’s evolution is not happening in isolation. Across GABC, the next generation of leaders are taking on greater roles in driving transformation. Bryan Liu, Vice President for Strategy and Operations, 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.

Beyond his corporate role, Bryan Liu 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.

“My role is ultimately about stewardship, ensuring 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,” said the elder Liu.

Together, Brandon and Bryan Liu—both of whom sit on GABC’s Board of Directors—represent the next-generation vision and vigor of the company, balancing deep-rooted purpose with bold, forward momentum.  With PENSHOPPE leading the charge and a new leadership era underway, GABC is making it clear: it’s not just adapting to the future of retail—it’s shaping it.