Penshoppe has long been one of the Philippines’ most recognized fashion brands, known for style, creativity, and Filipino pride. Today, brothers Bryan and Brandon Liu, sons of Golden ABC founder Bernie Liu, are stepping in to lead the brand into its next chapter while protecting the legacy built before them.
For both brothers, joining the family business was never automatic. They see it as a responsibility, not an entitlement. Their goal is to keep the company’s core values—humility, people-first leadership, and purpose—while adapting to a fast-changing, digital world. They believe that tradition should not be left behind, but updated in ways that still connect with today’s generation.
Technology plays a big role in their strategy. When Bryan joined, digital systems were almost non-existent. Today, ecommerce, social media, and automation are part of daily operations. Brandon adds that the brand is now “digital-first,” using platforms like social media, livestreams, and online campaigns to connect with customers.
Beyond tools, the brothers focus on mindset. They encourage their teams to stay flexible, keep learning, and be open to change. For them, leadership is not about having all the answers, but about listening, asking questions, and working together.
They also believe in growing the brand responsibly. Sustainability is part of their vision, from how products are made to how the company operates. At the same time, they want Penshoppe to support local talent and show that Filipino brands can compete globally.
In the end, Bryan and Brandon want to build more than a successful company. They want Penshoppe to remain relevant, inspire pride, and create opportunities—continuing a legacy while shaping a future that the next generation can be proud of.
Discover the full story of the Liu brothers, Bryan and Brandon, along with other inspiring features, in The Freeman’s Men In Business Magazine, now available at National Bookstore.
This special issue highlights young business leaders who are creating change in Cebu and beyond. They are bringing fresh ideas, improving how businesses operate, and helping their communities move forward. Their stories show how the next generation is taking on leadership roles with purpose and vision.
You can also catch short highlights of Cebu’s Power Players and Rising Titans every Monday in The Freeman’s Business section. /JOB
