Alice Liu
Bernie Liu will officially step down as CEO of GOLDEN ABC (GABC), popularly known as the Penshoppe group, on January 1, 2025, after serving in the role for nearly 30 years, beginning in 1996. In line with this move, Bernie will focus on his role as executive chairman of both GOLDEN ABC and its holding company, LH Paragon, Inc. (LHPI).
Alice Liu has assumed the role of GOLDEN ABC’s CEO, marking the culmination of a two-year succession plan as part of the company’s succession strategy. Alice, who has served as GABC’s president and COO since March 2023, was elected and appointed by the company’s board of directors to serve as the new CEO.
“As we embark on this new chapter as a company, I am confident that under Alice’s leadership, we will continue to fulfill our purpose of inspiring greatness—through the work we do, the communities we serve, and the brands we are building—while striving toward our vision,” Bernie shared.
With such an appointment, she relinquishes her COO title but will continue to serve as the organization’s President. The transition results from meticulous planning, with Bernie and Alice working closely with the company’s leadership over the past two years to ensure a smooth handover.
Alice Liu together with GOLDEN ABC’s leadership team.
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—has transformed the company into a thriving multi-brand fashion enterprise. Today, its portfolio includes Penshoppe, OXGN, Regatta, Forme, Memo, and BOCU.
Rooted in a vision of “building brands for the world,” Bernie made it the company’s mandate to bring the Philippines’ best to the world, elevating local talent and bringing it to the global stage. Today, the retailer is a leader in the fashion industry, proudly carrying proprietary brands and continuing to grow its presence in Southeast Asia and beyond.
Throughout Bernie’s leadership, GABC’s brands have consistently earned recognition from both local and international award-giving bodies. 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 achieved Hall of Famer status as Retailer of the Year from the same organization.
The company also won Retail Asia’s Domestic E-Tailer of the Year, represented the Philippines, and emerged as a winner in the ASEAN Centricity category at the prestigious ASEAN Business Awards, among other recognitions. Bernie himself is widely respected throughout the industry and larger business community, having held key roles such as president and chairman of the Philippine Retailers Association.
Among his personal honors are the Agora Award for Outstanding Achievement in Entrepreneurship, the Ten Outstanding Young Men (TOYM) Award, and the Entrepreneur of the Year Award by the Cebu Chamber of Commerce and Industry. Most recently, he received the Pro Ecclesia et Pontifice Papal Award for his service and contributions to the church.
Alice Liu: Poised to lead GABC’s future
Alice Liu steps into her new role as CEO following a tenure marked by significant contributions as President and COO. She has spearheaded efforts to modernize GABC’s operations, enhance e-commerce capabilities, and embed sustainability across the organization. Alice also prioritized innovation in learning and development, ensuring the company remains at the forefront of retail excellence.
Her efforts have earned GABC numerous accolades, including recognition as a Great Place To Work, inclusion among the Philippines’ Best Employers by Statista and the Philippine Daily Inquirer, the 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 Philippine Retailers Association and the Philippine Franchise Association boards. With such positions, Alice champions to uplift and advance the local retail sector, empowering enterprises to navigate the ever-changing retail landscape.
“I am honored to step into the CEO role and build on the legacy that Bernie has created alongside our founders,” said Alice Liu. “The past two years have been a transformative journey for GOLDEN ABC, and I am excited to lead our talented team toward an even brighter future. As we work toward fulfilling our vision, we will continue to innovate and bring our brands closer to our customers,” she added.
A seamless transition
Leadership succession has been a key component of GOLDEN ABC’s long-term strategy. The company ensures continuity by training successors for all major leadership positions, maintaining business stability and operational excellence. In her new role, Alice aims to act as a bridge for the company’s next-generation leaders, who are all currently under training and taking on different leadership roles.
Alice’s mandates include a continued focus on professional development, with senior company leaders undergoing Lean Six Sigma training and the infusion of new leadership, all of whom bring global perspectives.
Under Alice’s stewardship, GOLDEN ABC is poised to strengthen its core business while exploring new opportunities for innovation and growth.
“Transitions are essential for evolution, and Alice’s leadership is exactly what GOLDEN ABC needs for this next phase,” Bernie Liu remarked. “Her 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 steadfast in its vision to build brands for the world. As the company embraces this new chapter, it is well-positioned to thrive in an ever-evolving retail landscape, honoring its legacy while boldly shaping its future.