Penshoppe’s next-generation leaders are taking on bigger roles as they evolve the brand’s voice and expand its footprint.
From securing top-tier international endorsers such as Gigi Hadid, Kendall Jenner, NCT Dream, and Lisa of Blackpink, to forging breakthrough local partnerships with acts like P-Pop group BINI, the brand aims to stay relevant and current amid a cut throat retail landscape—tapping global and local pop culture icons.
From brand director to VP: Brandon Liu’s next chapter
Stepping up as vice president of Penshoppe is Brandon Liu, the former brand director who holds a Bachelor of Commerce in Economics and Finance from University of Sydney. With experience spanning operations, product development, and brand management across GABC, Brandon brings a well-rounded, cross-functional perspective to the role.
Combining strategic thinking with creative instinct, Brandon is spearheading Penshoppe’s bold, values-driven evolution through trend-savvy campaigns, digital innovation, and purposeful storytelling that resonate with Gen Z and millennial consumers.
“We’ve built Penshoppe to resonate globally while staying rooted in Filipino identity,” Brandon says. “As we move forward, our focus is to remain as relevant as ever—and to keep delivering what our customers expect from us as a market leader: on-trend fashion, culturally attuned collaborations, and brand experiences that are both globally competitive and uniquely our own.”
From strategy to storefront: Bryan Liu’s impact on Penshoppe
Meanwhile, Bryan Liu, the older of the two, is vice president for strategy and operations. Armed with a degree in Commerce with an extended major in marketing also from the University of Sydney, Bryan is overseeing the company’s integrated approach to sales, marketing, customer experience, supply chain, and innovation.
Apart from ensuring brand consistency and operational agility across over 1,000 stores and key global markets, he is instrumental in pushing GABC’s digital-first, innovation-led agenda, with the aim of connecting to a new consumer demographic.
“My role is ultimately about stewardship, ensuring that the Penshoppe Group continues to evolve while staying anchored to the purpose that has guided us from the beginning: inspiring greatness,” says Bryan.
Guiding Penshoppe with purpose, passion, and progress
“We believe in using our business as a vehicle for good—empowering people, elevating Filipino talent, and creating meaningful impact through the brands we build,” adds Bryan.
Together, Brandon and Bryan Liu—who now sit on GABC’s board of directors—with the full support of their father Bernie, the executive chair, and mother Alice, GABC CEO, are driving Penshoppe forward with a renewed vision and vigor, balancing deep-rooted purpose with a bold, forward momentum.
Features Reporter
