The board of directors of Golden ABC (GABC), popularly known as the Penshoppe Group, has named Alice Liu as the new CEO.
Bernie Liu, the current CEO, will step down from his post on Jan. 1 after serving in the position for nearly 30 years starting in 1996.
He will focus on his role as executive chairman of both Golden ABC and its holding company, LH Paragon Inc. (LHPI),
Alice Liu will assume the role as CEO, marking the culmination of a two-year long succession plan as part of the company’s succession strategy. She has served as GABC president and COO since March 2023.
She will relinquish the COO title but will retain the position of president.
Alice Liu is the new CEO of Golden ABC (Photo from Golden ABC)
Bernie Liu
Bernie Liu’s visionary leadership, combined with the guidance of GABC’s founders—his parents, Dame Norma Liu and Knight Leo Lim Liu—has transformed the company into a thriving multi-brand fashion enterprise.
Today, its portfolio includes Penshoppe, OXGN, Regatta, Forme, Memo, and BOCU.
Penshoppe’s endorsers include BINI and EXO’s Chanyeol.
Rooted in a vision of “building brands for the world,” he made it the company’s mission to bring the Philippines’ best to the world, elevating local talent and bringing it to the global stage.
Today, the retailer is a leader in the fashion industry, proudly carrying proprietary brands and continuing to grow its presence in Southeast Asia and beyond.
Under his leadership, GABC’s brands have consistently earned recognition from both local and international award-giving bodies including Global Retailer of the Year by the Philippine Retailers Association and the Department of Trade and Industry.
Several of its brands achieved Hall of Famer status as Retailer of the Year from the same organization.
The company also won as Retail Asia’s Domestic E-Tailer of the Year and represented the Philippines and emerged as a winner in the ASEAN Centricity category at the prestigious ASEAN Business Awards.
He is widely respected throughout the industry and larger business community, having held key roles such as president and chairman of the Philippine Retailers Association.
Among his personal honors are the Agora Award for Outstanding Achievement in Entrepreneurship, the Ten Outstanding Young Men (TOYM) Award, and the Entrepreneur of the Year Award by the Cebu Chamber of Commerce and Industry.
Most recently, he received the Pro Ecclesia et Pontifice Papal Award for his service and contributions to the church.
“As we embark on this new chapter as a company, I am confident that under Alice’s leadership, we will continue to fulfill our purpose of inspiring greatness—through the work we do, the communities we serve, and the brands we are building—while striving toward our vision,” said Bernie Liu.
Bernie and Alice Liu (Photo from Golden ABC)
Alice Liu
Alice Liu will be embarking under her new role of CEO following significant contributions as president and COO.
She has spearheaded efforts to modernize GABC’s operations, enhance e-commerce capabilities, and embed sustainability across the organization.
She also prioritized innovation in learning and development, ensuring the company remains at the forefront of retail excellence
Her efforts have earned GABC numerous accolades, including recognition as a Great Place To Work, the Pandemic Retail Innovation Award, and later the Retail Employer Award from the Outstanding Filipino Retailers Awards.
Beyond GABC, Alice is an active voice in the industry, serving on the boards of the Philippine Retailers Association and the Philippine Franchise Association. With such positions, Alice champions to uplift and advance the local retail industry, empowering enterprises to navigate the ever-changing landscape of retail.
“I am honored to step into the CEO role and build on the legacy that Bernie has created alongside our founders,” said Alice Liu. “The past two years have been a transformative journey for Golden ABC, and I am excited to lead our talented team toward an even brighter future. As we work toward the fulfilment of our vision, we will continue to innovate and bring our brands even closer to our customers.”
Among her mandates include a continued focus on professional development, with senior leaders from the company all undergoing Lean Six Sigma training, as well as the infusion of new leadership, all of whom bring with them global perspectives.
Alice Liu together with Golden ABC’s leadership team (Golden ABC)
Under Alice’s stewardship, Golden ABC is poised to strengthen its core business while exploring new opportunities for innovation and growth.
“Transitions are essential for evolution, and Alice’s leadership is exactly what GOLDEN ABC needs for this next phase,” Bernie Liu remarked. “Her vision, passion, and expertise will undoubtedly propel the company to greater success.”
The Penshoppe Group is a multi-awarded international fashion enterprise that is home to top proprietary brands shaping the retail industry today.
BINI (Golden ABC)