Brandon Liu, newly appointed Vice President of Golden ABC, Inc., is shaping the future of its flagship brand, Penshoppe, with a mix of strategic direction and consumer focus. As part of the third generation of leaders at the company, Liu is focused on strengthening the brand while adapting to the fast-paced fashion market.
He revealed that Penshoppe will roll out more strategic activities in the coming months. His role covers operations, branding, product development, events, and managing endorsers. Liu attributes recent growth to the brand’s ability to listen to its predominantly young consumers and quickly adapt to trends.
Penshoppe’s approach includes testing products through a “bullets before cannons” method before fully committing. While embracing new platforms like TikTok Shop, Shopee, and Lazada, the brand remains committed to its core identity and accessibility in pricing.
Liu highlighted the company’s edge as a Filipino retailer, able to interpret global trends for local tastes. He also stressed the importance of cultural authenticity in choosing endorsers, with recent additions including James Reid and P-pop group BINI.
With a decade of experience at Penshoppe, Liu sees his new position as a chance to drive improvements in systems, products, and customer experience, both in-store and online. He hopes to strengthen the brand further and pass it on in a better state for the next generation of leaders.
