Penshoppe Group appointed Alice Liu as CEO, Bernie Liu as Executive Chairman

The leadership change, which was first announced to employees and partners, takes effect Jan. 1. 2025 is also the result of a two-year succession plan, which is in line with the succession plan of the whole GOLDEN ABC group.

On Jan. 1, 2025, Bernie Liu will officially step down as CEO of GOLDEN ABC (GABC) – popularly known as the Penshoppe group- after serving in this role for almost 30 years, since 1996. Accordingly, Bernie will focus on his role as Executive Chairman of GOLDEN ABC and its subsidiary, LH Paragon, Inc. (LHPI).

Assuming the role of CEO of GOLDEN ABC is Alice Liu, which marks the end of a two-year long program, as part of the company’s succession strategy. Alice, who has served as President and COO of GABC since March 2023, was selected and appointed by the company’s board of directors to serve as the new CEO.

With such appointment, he relinquishes his position as COO but will continue to serve as President of the organization. The transition is the result of careful planning, with Bernie and Alice working closely with the company’s leadership over the past two years to ensure a smooth handover.

Bernie Liu: A Legacy of Visionary Leadership

Bernie Liu’s visionary leadership, combined with the guidance of GABC’s founders – his parents, Dame Norma Liu and Knight Leo Lim Liu – transformed the company into a thriving multi-brand fashion business. Today, its portfolio includes Penshoppe, OXGN, Regatta, Forme, Memo, and BOCU.

Based on the vision of “building global brands,” Bernie made it the company’s mandate to bring the best of the Philippines to the world, promoting local talent and bringing it to the world stage. Today, the retailer is a leader in the fashion industry, proudly carrying proprietary products and continuing to expand its presence in Southeast Asia and beyond.

Throughout Bernie’s leadership, GABC brands have consistently received recognition from both local and international award-giving organizations. Notable accolades include being named Global Retailer of the Year by the Philippine Retailers Association and the Department of Trade and Industry. Additionally, several of its brands have earned Hall-of-Famer status as Salesperson of the Year in the same organization. The company also won as Retail Asia’s Domestic E-Tailer of the Year and represented the Philippines and emerged as the winner in the ASEAN Centricity category at the prestigious ASEAN Business Awards, among other accolades.

Bernie himself is highly respected throughout the industry and the corporate community, holding key roles as President and Chairman of the Philippine Retailers Association. Among his honors are the Agora Award for Outstanding Achievement in Business, the Ten Outstanding Young Men (TOYM) Award, and the Entrepreneur of the Year Award by the Cebu Chamber of Commerce and Industry. Recently, he received the Pro Ecclesia et Pontifice Papal award for his work and contributions to the church.

“As we begin this new chapter as a company, I am confident that under Alice’s leadership, we will continue to achieve our mission of inspiring greatness – through the work we do, the communities we serve, and the products we build – while striving to achieve our vision,” said Bernie.

Alice Liu: Ready to Lead the Future of GABC

Alice Liu steps into her new position as CEO following a period marked by significant roles as President and COO. He has led efforts to modernize GABC’s operations, develop commerce capabilities, and embed sustainability throughout the organization. Alice has also prioritized innovation in learning and development, ensuring the company remains at the forefront of sales.

His efforts have earned GABC numerous accolades, including recognition as a Best Place to Work®, inclusion among the Philippines’ Best Employers by Statista and Philippine Daily Inquirerthe Pandemic Retail Innovation Award, and later the Retail Employer Award from the Outstanding Filipino Retailers Awards, among others.

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 is a champion to promote and develop the local industry, empowering businesses to navigate the ever-changing retail landscape.

“I am honored to step into the role of CEO and build on the legacy that Bernie and our founders have created,” said Alice Liu. “The past two years have been a transformative journey for GOLDEN ABC, and I am excited to lead our talented team towards a bright future. As we work to achieve our vision, we will continue to innovate and bring our products closer to our customers,” he added.

Seamless Transition

Leadership succession has been an important part of GOLDEN ABC’s long-term strategy. The company ensures continuity by training successors in all major leadership positions, maintaining business stability and efficiency. In her new role, Alice aims to act as a bridge for the company’s next generation of leaders, all of whom are currently in training, who are taking on different leadership roles in the company.

Among Alice’s mandates include continuing to focus on professional development, the company’s top leaders are all trained in Lean Six Sigma, and the installation of new leadership, all of which bring global perspectives.

Under Alice’s guidance, GOLDEN ABC is poised to strengthen its core business while exploring new opportunities for innovation and growth.

“Changes are essential to evolution, and Alice’s leadership is exactly what GOLDEN ABC needs in this next phase,” commented Bernie Liu. “His vision, passion, and expertise will undoubtedly propel the company to greater success.”

With Bernie’s continued strategic involvement and Alice’s proven leadership, GOLDEN ABC remains focused on its vision of building global brands. As the company embraces this new chapter, it is well-positioned to succeed in the ever-changing retail landscape, honoring its heritage while boldly shaping its future.

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