How Penshoppe's Liu Brothers Are Steering Golden ABC Into Its Next Era

Penshoppe has been a juggernaut in the Philippine consumer fashion industry for nearly four decades now under the direction of Golden ABC Corp. (GABC).

Third-generation business mavericks, Penshoppe Vice President Brandon Liu and Vice President for Strategy and Operations Bryan Liu, are deadset on continuing their family's culture of success by ensuring the flagship fashion brand is outfitted and geared up for current local and global cultural landscapes.

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"There's a deeper purpose here, and that's something we want to keep intact. But we also know the world's changed. People want to grow in different ways now—some want more flexibility, others want to explore different paths, and we want to make room for that. It's really just about staying grounded while keeping things moving forward," Brandon told Esquire Philippines in an interview.

With their mother, Alice Liu, at the helm of Golden ABC (GABC) as chief executive officer, the ethos of taming egos and rolling up your sleeves is part and parcel of getting things done in the company.

Being a player in the global retail industry is an incredibly fast-paced endeavor, with consumer tastes inevitably bound to evolve through simple swipes and taps.

The Lius have seen the industry as an arena that is in a constant state of flux and is built around disruption. Despite this, the arena invites companies to come up with their unique flavors and proactive solutions to innovate and transform.

In case you didn't know, GABC is the powerhouse in the local fashion retail market that is behind brands such as Penshoppe, Oxgn, Regatta, ForMe, Memo, and Bocu. This also accounts for the more than 1,000 stores the Lius oversee nationwide.

The brand is known for a revolving door of star-studded brand ambassadors such as the P-Pop girl group sensation Bini, Korean actor and singer Cha Eun-woo, and even Hollywood A-listers such as Kendall Jenner and Bella Hadid.

Bryan attributes GABC's reputation as a benchmark in the local retal industry to the culture of unwavering humility, hard work, and integrity instilled in them by their parents and grandparents.

With the brothers also being business partners, it is only natural to expect a bit competition and maybe even a butting of heads between them in the course of running such a massive retail empire.

The Liu brothers say their dynamic involves keeping things within the realm of constructive conversation driven by a passion for the job, that often deters any type of friction.

"We give each other feedback pretty openly, and we're lucky that we have a kind of closeness and trust that allow us to do that. We have our parents to thank for that," said Bryan. "They never raised us to compete with each other nor did they show favorites, and that has really trickled into our professional relationships."

"What also helps is that we actually love what we do. If there's something we're really into like a collab, an endorser we believe in, a cause that matters to us—we get to bring that into our brands," Brandon chimed in. He said they still call each other out on their shortcomings, but these instances are always approached with the intention of boosting ideas and strengthening the business.

"The same goes for our sister Mandy. Even if we're in different areas of the business, we try to help each other when and where we can," Bryan added, referring to their sister, Amanda Liu, who also plays an active role in the family business.

Growing up in the Liu household, shop talk was a regular part of dinner conversations, with the young brothers always pleading their parents to talk about anything other than work.

"Now the roles are reversed. The three of us are the ones who can't stop talking about work and it's our parents who try to change the subject," Bryan reflected, amused.

The reins of a behemoth built from the ground up, such as GABC, aren’t simply handed over; they still have to be earned, according to the Liu brothers.

A traditional family that is value-oriented is bound to have a set of rules or a "family constitution" of sorts, which their family held to the highest standard.

"We were always taught that joining the business isn't a right but a responsibility. And that's something our family constitution puts into words really well," according to Bryan.

"It asks: if we are willing, able, and available. Willing, meaning are you aligned with the vision, and is this truly what you want to do? Are you able, meaning do you have the skills or the willingness to grow into your role?"

A fashion retail player like Penshoppe can only thrive if it keeps up with the times and adapts to the waves and stages of pop culture.

Collaborating with the world's biggest and most relevant names who are constant figures in the this cultural space is a must for the brand to keep its young customer base.

"For Penshoppe in particular, we've always stayed rooted in youth culture. It's a brand that doesn't grow old with its audience but continues to speak to the next generation," Brandon said, commenting on Penshoppe's identity.

"That means keeping a pulse on pop culture, shaping products around how the youth express themselves, and telling stories that reflect their values."

For Bryan, on the other hand, Penshoppe is on a quest to show the world that Filipinos can stand shoulder-to-shoulder with its global counterparts. But this means sticking to the brand's values and not compromising its vision.

"That's why it's so powerful when people see major global names wearing Penshoppe—it instills a sense of pride and shows that the Filipino indeed can," said Penshoppe's Vice President for Strategy and Operations. "At the same time, it's never just about clout for us. If the endorser doesn't reflect the spirit and values of the brand, we don't move forward, no matter how big the name."

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