From one to seven brands and a single outlet to 700 stores some 30 years later, the fashion retail

journey of Golden ABC, Inc. is a story of hard work, perseverance, and triumph over failure.
Bernie Liu, who founded the first Penshoppe store in 1986 and later diversified the business into
several clothing brands, said the tale of Golden ABC really started with his parents so many years
before.
“Being the eldest, my dad toiled at a very young age. He never finished elementary school but his
devotion to his family kept him focused,” he said. As a way to inspire budding entrepreneurs, Liu
shared his story during the Cebu leg of the Big Talks series organized by the PLDT Smart SME
Nation last July 28 at the Marco Polo Plaza Cebu.

With money borrowed from friends, Liu said his parents Lim and Norma set up a lumber business. It
was the typical setup for most Chinese-Filipino families, with the ground floor of the home being used
for the factory and second floor as living space.

Liu said he and his siblings helped out whenever they could. The enterprise grew and his parents
ventured into another business, this time garments manufacturing.

“My parents set the cornerstone for our success with the values of hard work, resilience, care for
workers, and excellence,” he said.
Although Liu studied architecture, his parents supported him when he proposed the opening of a
fashion retail store. The first Penshoppe grew out of Liu’s hobby designing graphic tees.

Bernie Liu, an architect by profession, is an entrepreneur at heart with a dream and a vision.

In 1986, right after the People Power Revolution, Bernie together with close friends from college and
supported by his family who were then garments manufacturers, conceptualized, produced and
marketed an initial product line of one-sized T-shirts with catchy prints–all targeted at the youth
market. And so Penshoppe was born!

Today, the merchandise mix of Penshoppe, the anchor brand of Golden ABC Inc., a Cebu-based
corporation where Bernie serves as the chief executive officer, boasts an extensive collection of
casual wear that lives up to international standards of quality fabrics and exciting designs. It likewise
features basic and fashionable accessories. It even offers body and bath personal care products.
Currently, it has 80 company-owned boutiques and over 300 concessionaires in department stores
and specialty shops nationwide.

“People ask us why we use international celebrities to endorse the Penshoppe line. If supermodel
Gigi Hadid or One Direction tell their fan base how much they love our brand, how does that make
you feel as a Filipino?” Liu said.

Today, he is the big boss of a retail chain with over 700 stores. As fitting with its international roster of
endorsers, Penshoppe now has brick and mortar stores in Indonesia, Vietnam, Cambodia, Bahrain,
UAE and Saudi Arabia.
In fact, partners have engaged us to open stores in Bahrain, Cambodia, Indonesia, Kingdom of Saudi
Arabia, Myanmar, Indonesia, Thailand, Vietnam, Singapore, Malaysia, Hong Kong, Taiwan, Brunei
and Macau. By end 2017, we will have over 900 retail points dotted across the Philippines, and
approximately 80 abroad.
The CEO of Penshoppe’s mother company Golden ABC , Inc. that also owns various brands like
Oxygen, Memo, ForMe, Regatta and Tyler
BERNIE H. LIU, CHAIRMAN AND CEO
BRYAN T. LIU, E-COMMERCE AND BUSINESS TRANSFORMATION OFFICE HEAD
BRANDON T. LIU, MEN'S DIVISION HEAD, PENSHOPPE
Philippines, Cambodia, Vietnam, Myanmar, Thailand, Indonesia, Hong Kong, Malaysia, Taiwan,
Brunei, Macau, Singapore, Bahrain, and the Kingdom of Saudi Arabia.
As an architecture graduate from the University of San Carlos, Liu imparted all his skills in growing
their wood business. He also used his skills in designing T-shirts and selling them in Cebu.
Penshoppe brand director Jeff Bascon.
Alice liu and bryan and brandon
Kaia Gerber, 15-year-old daughter of supermodel Cindy Crawford, and 22-year-old social media star
Cameron Dallas
Kendall Jenner, Lucky Blue Smith, Mauro Maurer and Gigi Hadid, zack efron, ed westwick, sandara
park, nam joo-hyuk
70 percent of the products are made in the Philippines.

 Mr. Sirinapan Mancgananda-Managing Director of Trinity Group Corporation Co., Ltd.,

Penshoppe Thailand’s importer and distributor
 Henry Horn, Khanpanharith So, James Phok of SOHO DIVERSIFIED GROUP- Cambodia
 Daw Ma Khine Zaw, President of Earth Industrial (Myanmar) Co., Ltd., distributor of the
clothing brand in Myanmar.
 The franchisee for Saudi Arabia is Eram-Penshoppe Trading Co. (KSA) led by its CEO and
founder Imthiyas Palliveedu.
 General Manager Cheah Kheng Mun Malaysia
 Indonesian conglomerate PT. Mitra Adiperkasa Tbk.
