GOLDEN ABC, Inc. originated in the Philippines in 1986. Fueled by the vision of being the most admired Asian fashion brands company, GOLDEN ABC, Inc. creates and sells its own ready-to-wear clothing and accessory lines. These are produced, marketed and retailed under a fast-growing, dynamic family of brands: PENSHOPPE, OXYGEN, FORME, MEMO, REGATTA, TYLER and its direct selling subsidiary RED LOGO.

 

GOLDEN ABC, Inc. is a recognized pioneer in the Philippine fashion retail scene, leveraging the latest business innovations to grow all areas of its business, from operations and sales to design and partnerships. It was the first in the local retail industry to use bar coding and electronic data processing technology in tandem with department stores. GOLDEN ABC, Inc. introduced and enforced top-of-the-line product and distribution control with its concessionaires, transforming the way retailers do their business. It was also the first in the industry to install SAP in its back-end offices.

 

From the date of inception, GOLDEN ABC, Inc. has grown into a formidable retail force. It has built a strong presence, with more than 500 stores across the Philippine archipelago and has expanded beyond Asia by opening stores in the Middle East. GOLDEN ABC, Inc. is regarded by both consumers and the industry as one of the most successful fashion retail brand builders in the country today. The company continually reaps successes in merchandising, marketing and retail, and has been distinguished by independent market researchers, industry stalwarts, and local and foreign award-giving bodies alike not just for its brands but in its corporate pursuits as well.

GOLDEN ABC Inc. had very humble beginnings. Bernie Liu was an architecture student who decided to venture into an informal business of designing and producing t-shirts for school and corporate giveaways using the modest sized garment factory owned by his family. When he graduated and passed the board, he only briefly worked for the family’s lumber business because he realized the potential of branded retail prompting him to return to their garments business.

 

They launched Penshoppe in March 1986, just a month after the EDSA People Power revolution. It thrived in the Visayas and Mindanao regions, and in 1991 officially became a national brand when it opened its first Manila boutique in the then newly opened SM North EDSA Mall. By then, Penshoppe had already evolved into a lifestyle brand offering more than just t-shirts. Growth continued for the company as it created more brands catering to different market segments: Oxygen in 1996, Memo in 2002, and ForMe in 2004. In 2009 it made its first acquisition, Regatta, to complement the company’s already existing portfolio. GOLDEN ABC has also since gone beyond brick and mortar stores when in 2008 it opened its subsidiary Red Logo, a direct selling company.  In 2011, GABC added to its roster premium fashion brand Tyler.

 

The history however does not end here as GOLDEN ABC continues to reap success and leap forward into achieving its vision.

2015 Penshoppe was recognized as the GLOBAL RETAILER OF THE YEAR at the 18th Outstanding Filipino Retailers and Shopping Centers of the Year Awards.
2014 GOLDEN ABC was awarded in the ASEAN Centricity category by the ASEAN Business Awards Philippines. The company was recognized as a perfect model for many Filipino companies aiming to enter into the integrated ASEAN market in a position of strength.
2013 CEO Bernie Liu: MVP Grand Bossing Awardee (Given by PLDT and Go Negosyo) The awards are given to Filipino entrepreneurs who have grown their businesses by leaps and bounds to become leaders in their respective industries.
2012 Golden ABC Get Up (the company’s Corporate Social Responsibility platform) won an Award of Excellence from the Philippine Quill. The Philippine Quill is the country’s most prestigious and relevant award for business communicators given annually by the International Association of Business Communicators (IABC) Philippines.
2012 Golden ABC Get Up (the company’s Corporate Social Responsibility platform) was awarded Silver for Best Integrated Digital Campaign at the Tambuli Awards -the only award in the Asia-Pacific that celebrates Integrated Marketing Communication effectiveness and promotion of societal values.
2011 ForMe is recognized as Retailer of the Year by the Philippine Retailers Association and the Department of Trade & Industry
2011 GOLDEN ABC awarded People Program of the Year by the Philippine Management Association of the Philippines for its AFTER 6 Program.
2010 GOLDEN ABC: GOLD Bagwis Award for Corporate and Stores from the Department of Trade & Industry. GOLDEN ABC is the first fashion retail company to receive this award.
2009 Memo is recognized as Most Outstanding Retailer by the Philippine Retailers Association and the Department of Trade & Industry
2008 Penshoppe: Winners' Circle Award, 10th Annual Merchant Rewards (Ayala Malls)
2007 CEO Bernie Liu: Cebu 's Most Inspiring Entrepreneur by the Philippine Center for Entrepreneurship, thru its Go Negosyo Program

Oxygen is elevated to the Retail Hall of Fame Medium Scale Category (Philippine Retailers Association and the Department of Trade & Industry)

ForMe is awarded the Most Promising Retailer Category (Philippine Retailers Association and the Department of Trade & Industry)
2006 Penshoppe: Araw Values Awards Silver for "Battle Cry" print ad; Silver for “Battle Cry” television commercial; and Bronze for "Battle Cry" print ad (Advertising Foundation of the Philippines and the Adboard)

Oxygen is recognized as Most Outstanding Retailer by the Philippine Retailers Association and the Department of Trade & Industry
2005 Penshoppe: Bronze, "Battle Cry" television commercial (2005 New York Festivals)
2004 Memo: Most Promising Retailer
(Philippine Retailers Association and the Department of Trade & Industry)

Oxygen: Finalist, “Breathe” television commercial (2004 New York Festivals)
2002 Oxygen: Most Promising Brand
(Philippine Retailers Association and the Department of Trade & Industry)

Penshoppe: Retail Hall of Fame
(Philippine Retailers Association and the Department of Trade & Industry)
2001 Penshoppe: Most Outstanding Retailer
(Philippine Retailers Association and the Department of Trade & Industry; second year in a row)

CEO Bernie Liu: Ten Outstanding Young Men (TOYM) Award
(Junior Chamber International Philippines)
2000 Penshoppe: Most Outstanding Retailer
(Philippine Retailers Association and the Department of Trade & Industry)

CEO Bernie Liu: Agora Award for Outstanding Marketing Achievement in Entrepreneurship
(Philippine Marketing Association)
1996 Oxygen: "Side B" Television Ad of the Year (The Creative Guild)
1995 Penshoppe: Award of Excellence (14th Philippine Advertising Congress)
VISION – MISSION - VALUES
VISION

 

To be the most admired Asian fashion brands company.

 

MISSION

 

  • Winning Culture
  • Operational Excellence
  • Responsive Stewardship
  • Leading Brands
  • Dynamic Talents

 

VALUES

 

  • Integrity
  • Service
  • Spirit of Enterprise
  • Professionalism