Our actions will be guided by the values we will all live by:

First, with Integrity in doing the right thing at all times regardless of the situation. This gives us unity and order, and it is also the basis of our effectiveness.

Second, in keeping the Spirit of Enterprise strong within ourselves at all times – we seek and pursue only the best opportunities through constant innovation and creativity, balanced with enormous discipline. And when we speak about the spirit of enterprise, it also means having the sense of ownership of the business… having “malasakit” in the way we use company assets, always behaving with the company’s long term welfare in mind.

Third, by practicing Professionalism in the truest sense of the word – our work ethics are anchored on discipline, reliability & performance. In return, those deserving are empowered so we can realize the best in ourselves and bring out the best among those around us.

Last, and more importantly, we will always act with the spirit of service delivering sincere care for our employees, customers, business partners, & the society we exist in.

To make extra money while they were in college, Bernie H. Liu and four of his friends decided to join forces and resources to put up an informal business of designing & producing t-shirts for school and corporate giveaways. Utilizing the modest sized garment factory owned by his family, this entrepreneurial endeavor sparked an idea that could tap into the potential of the business. After graduation, he called on the same group of friends to conceptualize and design shirts for a market they themselves were very familiar with—the teenage market.

They came up with the brand name Penshoppe because “pen” was an ubiquitous tool for students. “Shoppe” was then added to symbolize the work that students did. Penshoppe was officially launched in March 1986 in Cebu, a major province in the Philippines . It was a bold move for any business as the country had just survived the EDSA revolution the month before and it was unclear what the political and social landscape would be like in the coming months. The brand thrived and a few years later, the merchandise was carried by leading department stores throughout the adjacent provinces in the country.

“We were nobody then,” says CEO Bernie Liu. With only 40 employees, you had an owner/CEO doing the rounds among the department stores and lining up for at least two hours at a time to meet with buyers to convince them to carry his brand. The experience allowed him to intimately learn how to run the business well, thereby growing it into a full-fledged retail business.

Following the success of Penshoppe, in 1996, GOLDEN ABC launched its second brand Oxygen to cater to a niche market that sought alternatives from the mainstream fashion being offered in today's leading brands. With limited quantities produced for each of its designs, Oxygen caters to a market with an active social lifestyle carrying a wide array of gimmick wear to choose from.

In 2003, GOLDEN ABC's third brand Memo was launched focusing on the young fast-moving corporate market. Memo offers casual work wear as a stylish and more comfortable alternative to the traditional office attire.

In 2004, GOLDEN ABC gave birth to its fourth brand ForMe. The brand was a breakthrough concept in brand marketing—ForMe hinged on the fact that women have different body types, and thus cannot wear the same kind of clothing. The brand name in itself has many meanings—formé is French for “form” while “for me” emphasizes that fashion is about individual forms and tastes. It rallies behind the fashion formula “conceal the flaws, enhance the assets.”

In 2008, GOLDEN ABC took a new bold step and ventured into the exciting industry of direct selling. It launched Red Logo, a fully owned subsidiary carrying its own clothing lines and lifestyle concepts tapping and exploring new markets.

In 2009, GOLDEN ABC brought in its very first acquired brand Regatta. This move is but a glimpse of the company's intent to build and acquire homegrown brands in the near future.