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Republic of the Philippines

City of Tarlac
Tarlac State University
College of Business And Accountancy
SY 2007-2008

Golden ABC

Submitted by:
Nerissa M. Estacio

Submitted to:
Prof. Elvira Mercado
Golden ABC

From simple graphic design tees to a multi-brand empire that is the toast of the
Filipino fashion retail industry, Golden ABC is barely unrecognizable from the company
it was when it began in 1986.
Then an architecture student in Cebu, Bernie Liu started out with a simple wish
to earn extra cash for his own pocket money. He thought building beautiful structures
was the way to do it; today, as chief executive officer of Golden ABC, he has succeeded
in building a fashion house that has become one of the country’s most formidable retail
Liu’s enterprising spirit is one of the core values that drive the company.
“Entrepreneurship is a mindset; it is a value that pushes one’s passion into something
more than just a fire in your heart,” he shares. Liu’s inspiring words speak volumes of
his entrepreneurial journey – a journey that has reaped recognition from the Philippine
Center for Entrepreneurship’s Go Negosyo, which recently heralded Liu as one of
Cebu’s Ten Most Inspiring Entrepreneurs.
With over 20 years of retail success, Liu has seen Golden ABC, through its fair
share of challenges to achieve breakthrough results. Penshoppe, Golden ABC’s
flagship brand, was established amidst the political and economical turmoil of the 1986
EDSA Revolution.
The brand remained unfazed, expanding its operations and creating
benchmarks in the industry by leveraging the latest innovations in retail technology.
With the steady growth of the flagship brand, Golden ABC was ready to make
waves with a second brand. Oxygen was created in 1996, and 10 years later, it was
awarded by the Philippine Retailers’ Association as Outstanding Filipino Retailer of the
In 2002, Memo was created to respond to market demand for casual office
wear. In just two years, it was cited as Most Promising Retailer of the Year by the
Philippine Retailers’ Association. And just a few years back, Golden ABC successfully
launched a fourth brand, ForMe, targeted specifically to women.