Isabella Baboury takes the helm of Brazilian lifestyle brand PatBo, aiming to leverage her luxury fashion expertise to enhance the brand’s global presence.
Isabella Baboury has been appointed as the new president of PatBo, a Brazilian lifestyle brand known for its vibrant eveningwear and resortwear. Her appointment follows the departure of Cara Chen, who held the position for eight years and played a pivotal role in establishing PatBo’s presence in the U.S. Chen’s tenure included a previous role as director of global wholesale for Calypso St Barth.
Baboury brings a wealth of experience to her new role, having previously served as a director at notable luxury fashion brands such as Burberry, Christian Louboutin, and Chloé. Additionally, she has held the position of vice president at Saks Fifth Avenue. Patricia Bonaldi, the founder and creative director of PatBo, expressed enthusiasm about Baboury’s appointment, stating, “We are thrilled to welcome Isabella and to have her be a part of the next stage of PatBo.” Bonaldi emphasized Baboury’s extensive background in the luxury market and her fresh approach, which she believes will be invaluable as the brand seeks to expand globally.
Commenting on her new role, Baboury said, “Joining PatBo felt like a natural evolution for me — the brand embodies everything I believe in: bold femininity, craftsmanship, and global vision.” She expressed a particular interest in connecting more deeply with the North American audience while also honoring PatBo’s Brazilian roots.
Founded by Bonaldi in 2005, PatBo has expanded significantly since entering the American market in 2017. The brand’s offerings include eveningwear, resortwear, and ready-to-wear items and are now sold in over 150 stores across more than 20 countries. Celebrities such as Beyoncé Knowles-Carter, Alicia Keys, and Paris Hilton are among the brand’s wearers, contributing to its rising profile.
During a recent visit to New York, Bonaldi disclosed plans for potential expansion. While meeting with investors, she clarified her aim to secure funding without relinquishing the brand’s control or core identity. “I want to bring money to the brand without losing the DNA or control,” Bonaldi stated. Currently, PatBo operates 15 stores in Brazil and two in the U.S., located in the Miami Design District and New York City. Looking ahead, Bonaldi intends to launch 10 to 12 additional stores in the U.S. over the next five years, identifying markets such as Los Angeles, Dallas, and Austin as future targets.
She also shared her aspirations for PatBo to evolve into a lifestyle brand, with plans to expand into accessories, bags, and shoes. Bonaldi, widely recognized for her hand-embroidered collections that merge vibrant Brazilian culture with bold designs, remarked, “I want to be a lifestyle brand. I can service the woman from resort to evening gowns.”
In addition to her business ambitions, Bonaldi has established a school in her hometown of Uberlandia, Brazil, where local women are taught craftsmanship skills to work as artisans. The company currently has a global workforce of 600 people.
Bonaldi has been presenting her collections at New York Fashion Week for five years, a decision she cites as instrumental in elevating her brand’s visibility in the U.S. market. She noted, “It was a stage for me,” acknowledging the challenges posed by designing for different seasons in Brazil and the U.S. Nevertheless, Bonaldi has found success by maintaining consistent design elements across collections, stating, “80 percent is the same,” which she credits as a key factor in her business’s success.
The retail prices for PatBo’s offerings range from $350 to $3,000, with an average price point of around $700. Bonaldi expressed pride in the organic growth of her brand, highlighting her progress has been made step by step without major investors. She feels confident that Baboury will help elevate PatBo to new heights, as she continues to engage with potential investors who align with her vision.
Source: Noah Wire Services
