XGEN's New Hire Could Transform How You Reach Latino Buyers

Ethan Cross · 2026-09-10

XGEN Products just made a move that could change the game for retailers and distributors serving Spanish-speaking customers. They've brought on Blanca Estrada-Gonzalez as their Latin America Account Representative. If you're in the adult content or pleasure products space, this is worth paying attention to. ### Why This Appointment Matters Blanca isn't new to this world. She's got over 20 years in intimate apparel, pleasure products, and specialty retail. We're talking wholesale sales, brand development, product representation, retailer education, and international business development. That's a lot of ground covered. But here's the thing: her role isn't just about Latin America. It's also about connecting with Latino and Spanish-speaking consumers right here in the United States. As Blanca puts it, "The Latin consumer isn't only in Latin America. There are millions of Latino and Spanish-speaking consumers here in the United States who are already shopping our industry, yet we don't always give our retail partners the tools to intentionally speak to and educate that customer." She's got a point. How many times have you seen a product with a Spanish translation that feels like it was run through Google Translate? That's not how you build trust. ### A Strategy Rooted in Localization Blanca's approach is all about localization. Not just translation. She's already started translating and culturally adapting XGEN's key assets into Spanish. The goal? Give retailers and distributors practical resources to educate staff, represent products, and engage consumers more effectively. And she's not treating Latin America as one big market. "Mexico is not Puerto Rico. Puerto Rico is not Colombia," she says. "And a Spanish-speaking consumer in Miami, Los Angeles, or Chicago may have completely different needs and experiences." That nuance matters. It's the difference between a generic campaign and one that actually resonates. > "If we can help our distributors and retailers better understand our products, educate their teams and connect with their customers, everyone grows together." – Blanca Estrada-Gonzalez ### What This Means for Retailers and Distributors If you're a retailer or distributor, here's what you can expect: - **More Spanish-language resources:** Sales materials, educational content, and marketing assets that are culturally relevant, not just translated. - **Better support for Latino communities:** Whether you're in Miami, LA, or Chicago, you'll get tools to speak to your local audience. - **Stronger partnerships in Latin America:** Blanca will be developing new accounts and strengthening relationships with distributors and retailers throughout Mexico, Puerto Rico, the Latin Caribbean, Central America, and South America. Andy Green, CEO of XGEN Products, is thrilled. "Blanca's experience in the LATAM and Spanish speaking markets is second to none. As soon as I found out she was available and looking to add brands to her portfolio it was a no brainer." ### The Bigger Picture This isn't just about one hire. It's a signal that XGEN is serious about serving the Latino market—both abroad and at home. And in a industry where connection and education are key, that could be a real competitive advantage. For retailers, it means you'll have a partner who understands the nuances of your customer base. For distributors, it means better support and resources to move products. And for consumers, it means seeing themselves reflected in the brands they buy. Blanca sums it up: "This is ultimately about partnership. If we can help our distributors and retailers better understand our products, educate their teams and connect with their customers, everyone grows together." That's a mission worth getting behind.