The leadership shift, which was initially communicated to staff and partners, will commence on Jan. 1, 2025, and is a product of a two-year succession strategy, aligning with GOLDEN ABC’s comprehensive succession framework.
On Jan. 1, 2025, Bernie Liu will officially resign as CEO of GOLDEN ABC (GABC)—widely recognized as the Penshoppe group—after nearly 30 years in the position, having begun in 1996. In conjunction with this change, Bernie will dedicate his efforts to his role as Executive Chairman of both GOLDEN ABC and its parent company, LH Paragon, Inc. (LHPI).
Alice Liu will take on the position of CEO at GOLDEN ABC, marking the conclusion of a two-year succession initiative, which is part of the company’s strategic succession plan. Alice, who has held the titles of President and COO at GABC since March 2023, was elected and appointed to the CEO role by the board of directors.
With this new role, she will forgo her COO title but will maintain her position as the organization’s President. This transition is the outcome of careful planning, with Bernie and Alice collaborating closely with the leadership of the company over the past two years to facilitate a seamless transfer.
Bernie Liu: A Legacy of Visionary Guidance
Bernie Liu’s forward-thinking leadership, alongside the influence of GABC’s founders—his parents, Dame Norma Liu and Knight Leo Lim Liu—has revolutionized the company into a successful multi-brand fashion establishment. Currently, its brand repertoire includes Penshoppe, OXGN, Regatta, Forme, Memo, and BOCU.
Driven by a vision of “creating brands for the globe,” Bernie established it as the company’s mission to present the Philippines’ finest to the international market, enhancing local talent and showcasing it on a global platform. Today, the retailer stands as a frontrunner in the fashion sector, proudly representing proprietary brands and expanding its reach in Southeast Asia and beyond.
During Bernie’s tenure, GABC’s brands have consistently garnered accolades from both local and international awarding institutions. Noteworthy recognitions include being awarded Global Retailer of the Year by the Philippine Retailers Association and the Department of Trade and Industry. Additionally, several brands achieved Hall-of-Famer status for Retailer of the Year from the same organization. The company also won Retail Asia’s Domestic E-Tailer of the Year and represented the Philippines, winning in the ASEAN Centricity category at the esteemed ASEAN Business Awards, among other achievements.
Bernie himself enjoys widespread respect throughout the industry and larger business community, having occupied significant roles like President and Chairman of the Philippine Retailers Association. Among his personal accolades are the Agora Award for Outstanding Achievement in Entrepreneurship, the Ten Outstanding Young Men (TOYM) Award, and the Entrepreneur of the Year Award from the Cebu Chamber of Commerce and Industry. Most recently, he was honored with the Pro Ecclesia et Pontifice Papal Award for his contributions to the church.
“As we enter this new phase as a company, I am confident that under Alice’s leadership, we will persist in our mission of inspiring greatness—through our endeavors, the communities we serve, and the brands we are nurturing—while pursuing our vision,” Bernie expressed.
Alice Liu: Prepared to Direct GABC’s Future
Alice Liu assumes her new role as CEO following a period marked by substantial contributions as President and COO. She has led initiatives to modernize GABC’s operations, boost e-commerce capabilities, and integrate sustainability throughout the organization. Alice has also placed emphasis on innovation in learning and development, ensuring the company remains at the forefront of retail excellence.
Her efforts have secured GABC numerous awards, including accolades as a Great Place To Work®, recognition as one of the Philippines’ Best Employers by Statista and the Philippine Daily Inquirer, the Pandemic Retail Innovation Award, and subsequently the Retail Employer Award from the Outstanding Filipino Retailers Awards, among others.
Outside of GABC, Alice actively engages with the industry, serving on the boards of the Philippine Retailers Association and the Philippine Franchise Association. In these roles, Alice advocates for the advancement of the local retail sector, empowering businesses to navigate the constantly evolving retail environment.
“I am privileged to step into the CEO position and build upon the legacy that Bernie has established alongside our founders,” said Alice Liu. “The previous two years have been a transformative journey for GOLDEN ABC, and I am eager to guide our skilled team toward an even brighter future. As we strive for our vision’s realization, we will continue to innovate and connect our brands more closely with our customers,” she added.
A Seamless Transition
Leadership succession has been a vital component of GOLDEN ABC’s long-term vision. The organization guarantees continuity by preparing successors for all essential leadership roles, ensuring business stability and operational excellence. In her new capacity, Alice aims to serve as a link for the company’s next-generation leaders, who are all currently undergoing training and assuming various leadership responsibilities within the organization.
Among Alice’s focuses are an ongoing commitment to professional development, with senior leaders from the company all engaging in Lean Six Sigma training, alongside the introduction of new leadership bringing global insights.
Under Alice’s guidance, GOLDEN ABC is set to reinforce its core business while exploring fresh prospects for innovation and expansion.
“Transitions are crucial for progress, and Alice’s leadership is precisely what GOLDEN ABC requires for this upcoming phase,” Bernie Liu noted. “Her vision, enthusiasm, and expertise will undoubtedly drive the company toward greater success.”
With Bernie’s sustained strategic engagement and Alice’s established leadership, GOLDEN ABC remains committed to its vision of creating brands for the globe. As the company welcomes this new chapter, it is well-positioned to thrive amid a continuously transforming retail landscape, honoring its legacy while boldly crafting its future.
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