Alice Liu: Leading With Purpose, Shaping the Future of Philippine Retail

Golden ABC Inc. President and CEO Alice Liu has once again proven that visionary leadership and steadfast innovation go hand in hand.

Golden ABC President & CEO Alice Liu, newly elected President of the Philippine Retailers Association. (Photos: Golden ABC Facebook)

Liu was recently elected as President of the Philippine Retailers Association (PRA), the country’s largest and most influential organization of retail stakeholders. This comes on the heels of another major win—Golden ABC’s recognition as Apparel Retailer of the Year – Philippines at the Retail Asia Awards 2025.

Liu’s election to PRA presidency is a reflection of her remarkable three-decade-long career in retail, where she has consistently championed transformation and resilience.

As the new head of PRA for the 2025–2027 term, she succeeds retail stalwart Roberto Claudio Sr. of Toby’s Sports, who now assumes the role of Chairman. Under Liu’s leadership, the PRA is expected to continue its momentum in advancing innovation and future-proofing the Philippine retail landscape.

“Ms. Liu brings to the table a unique blend of strategy, sustainability, and heart,” said a PRA board member.

“Her track record at Golden ABC speaks volumes about what she can bring to the broader industry.”

Indeed, Golden ABC—known to many as The Penshoppe Group—has been a testament to Liu’s leadership vision. With beloved brands like Penshoppe, OXGN, Regatta, ForMe, MEMO, and BOCU, the company has scaled to over 1,000 stores and a workforce of more than 6,000.

But beyond size, it is Golden ABC’s commitment to purposeful growth that has earned it accolades both locally and abroad.

At the Retail Asia Awards 2025, Golden ABC was lauded for its continued excellence in apparel retail. The citation recognized not only its consistent sales growth and brand relevance, but also its strategic shifts during turbulent times—especially in the aftermath of the global pandemic.

Among its more recent innovations is the rollout of a Buy Online, Pick Up In-Store (BOPIS) option, which seamlessly bridges online convenience with physical store engagement.

Golden ABC clinched Apparel Retailer of the Year – Philippines at the Retail Asia Awards 2025, a proud moment led by CEO Alice Liu and her passionate team.

Additionally, Liu has led Golden ABC’s push toward sustainability, setting a benchmark for green practices in Philippine fashion retail.

The company’s Manila office now runs entirely on renewable energy, saving an estimated 2,500 metric tons of CO₂ over two years. Smart packaging, rainwater recycling, and waste reduction in stores are just a few of the initiatives under Liu’s watch.

“Our vision to ‘build brands for the world’ challenges us to evolve constantly and elevate how we serve our customers,” Liu said in a statement published in Retail Asia.

“By doing well as a business, we create the opportunity to do more good—and this is at the heart of our purpose to Inspire Greatness.”

Her role at the PRA extends this purpose to an industry-wide level. Having previously served as PRA Board Director and Vice President, Liu is no stranger to the organization’s advocacy.

She has been instrumental in promoting modernization across retail formats and empowering SMEs through education and collaboration.

Liu takes the helm of the PRA at a critical juncture. As digital disruption reshapes retail norms and customer expectations shift rapidly, her leadership is expected to provide much-needed clarity and inspiration.

With Liu at the forefront of both Golden ABC and the PRA, one thing is clear: the future of Philippine retail is in steady, forward-thinking hands.

And as the country continues to navigate a more connected, sustainable, and competitive consumer landscape, Alice Liu’s dual role is not only timely—it’s transformative.