Patbo, the Brazilian lifestyle brand, has appointed Isabella Baboury President.
She succeeds Cara Chen, who had been with the brand for eight years and introduced and directed Brazilian activities in the United States earlier, Chen was director of world pregnancy for Calypso St Barth.
Baboury has already held posts such as the director of Burberry, Christian Loubouton and Chloé in Canada, as well as the vice-president of SAKS Fifth Avenue.
“We are delighted to welcome Isabella and to have her being part of the next stage of Patbo,” said Patricia Bonaldi, founder and creative director of Patbo. “Her in -depth experience in the luxury market is an asset, but her new approach for this constantly evolving market will be the place where she shines and is the most precious for my brand. Together, we will build this new world chapter in the history of Patbo. ”
Baboury, which is based in New York, is Bonaldi.
“Join Patbo looked like a natural evolution for me – the brand embodies everything I believe: daring femininity, crafts and world vision,” said Baboury. “What excites me the most is an opportunity to build a deeper connection with the North American public while honoring the brand’s Brazilian roots. Patbo is more than fashion-it is a movement, and I am really honored to help direct its next chapter alongside such an incredible woman,” she said.
Patbo, founded by Bonaldi in 2005, considerably developed its offers of evening clothing, vacation and ready-to-wear since its entry into the American market in 2017. The brand was carried by celebrities such as Beyoncé Knowles-Cartter, Tate McRae, Alicia Keys and Paris Hilton. It is sold in more than 20 countries and 150 stores in the world, notably Net-a-Porter, SAKS FIFTH AVENUE, BERGDORF Goodman, MyTheresa, Neiman Marcus, FWRD and Revolve.
Patbo autumn 2025
With the kind authorization of Patbo
During a recent visit to New York, Bonaldi told WWD that she met potential investors in the company. “I don’t want to sell. I want to bring money to the brand without losing DNA or control, “she said.
The company based in São Paulo, which is profitable, has 15 stores in Brazil and two stores in the United States, Miami Design District and New York. Bonaldi seeks to open more stores in places such as Los Angeles and Dallas and Austin. “I am the customers we sell via email to see where the customer is,” she said. It plans to open at least 10 to 12 stores in the United States over the next five years.
Bonaldi said she had no license, but finally hopes to produce accessories, bags and shoes. “I want to be a lifestyle. I can serve the woman from the station to evening dresses, “said Bonaldi, known for her ready-to-wear and swimming collections confused by hand that mix vibrant Brazilian culture and daring drawings.
In addition to Brazil and the United States, Patbo also sells 50 different stores in Italy.
Bonaldi created a school in his hometown of Uberlandia, Brazil, as well as the workshop of Patbo, where local women learn craft skills that allow them to work as an artis. The company employs 600 people around the world.
Bonaldi, who has made clothes since she was a child since she couldn’t afford to buy new clothes, fell in love with the process of creating a family necessity. After a few detours, including a period of study of law, Bonaldi created his collection of evening clothes in São Paulo. Since then, she has extended to this evening on resort and lifestyle clothes.
Bonaldi has been presented in the United States during New York Fashion Week for five years. “I thought it was a very good decision. It was a scene for me, ”she said.
Even if the seasons are opposed to the United States and Brazil, Bonaldi said that it did not need to design a completely different collection, and 80% is the same. “This is one of the reasons why my business succeeds. This is why I can sell both, ”she said.
Retail prices in its stores vary from $ 350 to $ 3,000, including the track collection. The average retail price is $ 700, which would be a beach dress or the entry price for evening clothes.
“What I am most proud of all this is organically. I build step by step without investors. I think Isabella can bring the brand to the next level,” she said. She said that she was talking to investors who, she said, can help her take the brand “where it can be”, refusing to name them.