Penshoppe

Brand history

Philippines

Established in Cebu in 1986, the brand initially established itself in the Visayas and Mindanao markets. Penshoppe then expanded to Metro Manila, with its first boutique opening its doors in SM City North EDSA in 1991. Since then, Penshoppe's network of stores has grown to over 300 sites.

International expansion

In 2015, Penshoppe opened retail outlets in Bahrain, Cambodia, Indonesia, Saudi Arabia, and UAE.

Marketing

Endorsements

Penshoppe previously had Ryan Agoncillo, Nikki Gil-Albert, Heart Evangelista, Jericho Rosales, Mikael Daez, Victor Basa, Bea Soriano, and Akihiro Sato as their local celebrity endorsers.

The brand's first international endorser was the Irish boy band Boyzone in 1995, followed by Mandy Moore in 2002. In 2011, the brand signed Gossip Girl Ed Westwick as an international celebrity endorser. Thai actor Mario Maurer become an international endorser for this clothing brand. In April 2012, the company announced that Zac Efron joined in as an endorser. In May 2012, American actor and model Ian Somerhalder, a.k.a. Damon Salvatore of The CW Television Network's The Vampire Diaries, announced as an endorser. In May 2012, Leighton Meester, also a Gossip Girl cast member, became an endorser for Penhshoppe's campaign called "All Stars".

On September 6, 2014, supermodel Cara Delevingne was named as Penshoppe's newest endorser.

In 2015, Sean O'Pry became a Penshoppe ambassador. On May 6, 2015, Penshoppe revealed that fashion model and television personality Kendall Jenner had joined the clothing line's endorsing team. On August 27, 2015, via Penshoppe announced that 2NE1's vocalist, Sandara Park, also joined as an ambassador. In early 2016, Penshoppe signed male modeling's new "It Boy", Lucky Blue Smith. In May 2016, American fashion model Gigi Hadid became the new face for Penshoppe. In 2017, Nam Joo-hyuk and the daughter of supermodel Cindy Crawford, Kaia Gerber, became the faces of Penshoppe. In March 2018, Penshoppe announced Zayn Malik, a former member of One Direction, returned as an endorser alongside Bella Hadid, Jordan Barrett, and Cameron Dallas for their latest campaign. In 2019, Lalisa Manoban, Thai member of girl group BLACKPINK, became Penshoppe's newest ambassador. In 2021, Astro's Cha Eun-woo joined Penshoppe as an ambassador. On May 26, 2022 Penshoppe announced NCT Dream, K-pop boy group under SM Entertainment, as an ambassador. Now EXO rapper Chanyeol as an ambassador. In October 2024, the group Bini became its new ambassador.

References

References

1. (December 12, 2024). "Penshoppe Group names Alice Liu as new CEO starting 2025". [[BusinessWorld]].
2. (27 May 2019). "Maverick of retail". [[The Philippine Star]].
3. (23 October 2014). "Golden ABC to broaden global network". [[The Philippine Star]].
4. "Contact Us".
5. Dumlao, Doris C.. (18 September 2012). "Penshoppe gets into Indonesia’s huge market". [[Philippine Daily Inquirer]].
6. Buenaventura, Marga. "EXCLUSIVE: K-actor Song Kang is Penshoppe's newest ambassador".
7. Joven, Ginggay P.. (14 September 2022). "Mandy Moore: A talk to remember". [[The Philippine Star]].
8. Almo, Nerisa. "Gossip Girl actor Ed Westwick will be in Manila to shoot new campaign of local clothing brand".
9. "FunFare with Ricardo F. Lo".
10. Almo, Nerisa. "Thai heartthrob Mario Maurer set to visit Manila for a local endorsement".
11. Ricardo F. Lo. (May 25, 2012). "Gossip Girl star is also Penshoppe endorser". Philstar.com.
12. PENSHOPPE. (7 October 2012). "Introducing the newest members of our TEAM - One Direction #WeAreTeamPENSHOPPE".
13. "Supermodel Cara Delevigne is newest Penshoppe endorser - The Manila Times Online".
14. "'Blank Space' model Sean O'Pry is new Penshoppe ambassador".
15. "Kendall Jenner is the newest face of Penshoppe".
16. "Penshoppe launches new campaign with fashion model Bella Hadid".
17. (2022-05-26). "LOOK: NCT DREAM is the newest face of Penshoppe".
18. Bernardo, Jaehwa. (May 26, 2022). "NCT Dream is new face of Penshoppe".
19. (October 17, 2024). "BINI launched as new Filipino fashion label endorsers". [[The Philippine Star]].