GOLDEN ABC, the Cebu-born fashion powerhouse behind household names like Penshoppe, is setting the stage for its next growth chapter with a renewed focus on global expansion and brand building, all while staying rooted in Filipino design and manufacturing.
As the company approaches Penshoppe’s 40th anniversary in 2026, Golden ABC is ramping up efforts to bring its flagship and emerging brands to international markets, particularly in the Asean, Africa and South America. The move marks a post-pandemic rebound from earlier overseas store closures and signals its ambition to solidify its vision of “building brands for the world.”
“Our goal is still to build brands for the world,” said Bryan Liu, vice president for Strategy and Operations at Golden ABC. “While the Covid-19 pandemic forced us to scale back and focus locally, the intent to go global has never changed. We are now exploring opportunities in high-potential markets with similar demographics to the Philippines — young, dynamic and developing — such as Vietnam, Indonesia, Mexico, Brazil and even parts of Africa.”
Besides Penshoppe, Golden ABC also owns Oxygen, Regatta, Memo, ForMe and Bocu. The company is founded by Cebuano entrepreneur Bernie Liu.
Bryan said the company’s expansion blueprint will largely depend on the market. He stressed the importance of readiness and local market understanding over simply launching stores for visibility.
“We have offers on the table now to open internationally, but our focus is not just on entering markets. It’s about staying in them. We want to be sure we can serve those markets well and sustainably,” said Bryan.
Penshopee turns 40
At the forefront of this expansion push is Penshoppe, Golden ABC’s flagship brand, which is gearing up for its milestone 40th anniversary next year. With over 500 stores nationwide and a growing online presence, the brand is doubling down on customer relevance through product innovation, youth-centric campaigns and digital expansion.
Brandon Liu, the newly appointed vice president for Penshoppe, said the brand’s strategic direction will focus on exploring new product categories, evolving store formats and deepening its presence in e-commerce platforms from its own website to TikTok Shop and beyond.
“Penshoppe has always been about staying relevant to the youth. As Gen Z continues to dominate and Gen Alpha emerges, our job is to meet them where they are, whether that’s online, in-store, or through new experiences,” he said.
Penshoppe’s in-house design team, all Filipinos, continues to take inspiration from global fashion trends but filters them through a uniquely local lens.
“We don’t just copy trends. We adapt them to our market from sizing to wearability, ensuring products remain accessible and relevant to Filipino consumers,” Brandon added.
Made in PH, built for the world
Despite its global aspirations, Golden ABC remains committed to Philippine manufacturing. While select high-volume items are outsourced to partners in China and Vietnam, the majority of its production remains based in Luzon.
“We don’t own factories anymore, but most of our production partners are local,” Bryan said. “This allows us to stay agile when our designers spot a new trend, we can quickly turn it into a product.”
The company sees this “nearshoring” strategy as a competitive advantage, allowing it to balance speed, quality and cost while retaining full control over brand experience and product standards.
In recent years, the group has also prioritized improving pro-duct quality to fight “fast fashion fatigue” and create more lasting value for customers. This back-end focus is now paying off.
“It may not be as flashy as an endorser, but the work we’ve done on quality has been significant. Today’s Penshoppe pieces are designed to last, not just trend for a few weeks,” Brandon said.
Brand acquisition
Golden ABC also remains open to acquiring local brands and entering strategic partnerships, building on its earlier acquisition of Regatta, which it scaled into a national label. While no active deals have been disclosed, the company is in talks with other founders and next-gen entrepreneurs in Manila and beyond.
“We’re always looking out for the next opportunity, the next Regatta,” Bryan said. “Today, it’s not always about owning everything. We’re open to cooperation and collaboration where it makes sense.”
While initial public offering talks are common for growing brands, Golden ABC remains cautious, saying any decision must align with purpose and long-term strategy.
“An IPO needs to serve a clear purpose. If going public helps us better serve our customers or accelerate our growth, we will consider it. But for now, it’s not on top of our agenda,” Bryan said.
With a portfolio grounded in Filipino creativity, a growing global mindset and third-generation leaders at the helm, brothers Bryan and Brandon are steering Golden ABC to grow not just in scale, but in impact both in the Philippines and on the global stage. / KOC