XGEN Just Tapped a 20-Year Veteran to Win Over a Market Most Brands Overlook

Jessica Williams · 2026-09-10

XGEN Products made a move this week that says a lot about where the adult retail industry is heading. The Horsham, Pennsylvania-based company has brought on Blanca Estrada-Gonzalez as its new Latin America Account Representative. And honestly? This isn't just a routine hire. It's a signal that XGEN is finally taking the Spanish-speaking market seriously — both abroad and right here at home. ### Why This Hire Matters More Than You Think Estrada-Gonzalez isn't new to this world. She's spent 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 full toolkit, not a one-trick resume. Her focus will be on growing business across Mexico, Puerto Rico, the Latin Caribbean, Central America, and South America. But here's the part that caught my attention: she'll also be supporting XGEN's retail and distribution partners who serve Latino and Spanish-speaking communities right here in the United States. Because as Estrada-Gonzalez put it, "The Latin consumer isn't only in Latin America." She's right. Millions of Spanish-speaking consumers in the U.S. are already shopping in this category. But too many retailers still don't have the tools to actually speak to them. ### The Real Problem: Translation Isn't Enough Here's where Estrada-Gonzalez's approach gets interesting. She's not just translating English materials into Spanish and calling it a day. She's culturally localizing them. That means: - Understanding that Mexico is not Puerto Rico - Recognizing that Puerto Rico is not Colombia - Acknowledging that a Spanish-speaking customer in Miami may have completely different needs than one in Los Angeles or Chicago "Every market is different," she said. "The common thread is that we have an opportunity to listen better, communicate more intentionally, and give our partners resources that make sense for the communities they actually serve." That's a philosophy, not just a job description. ### What This Means for Retailers and Distributors XGEN CEO Andy Green didn't mince words about the hire. "Blanca's experience in the LATAM and Spanish-speaking markets is second to none," he said. "As soon as I found out she was available and looking to add brands to her portfolio, it was a no brainer." Green added that her knowledge will help position XGEN as an industry leader serving this important demographic and geographic part of the world. So what's actually changing? Estrada-Gonzalez has already started translating and culturally adapting key company assets into Spanish. The goal is to give retailers and distributors practical resources they can use to educate staff, represent products, and engage consumers more effectively. In Latin America, she'll develop accounts and strengthen distributor relationships. In the U.S., she'll serve as an extra resource for XGEN's existing sales reps — providing culturally relevant product education and Spanish-language assets where they're needed most. ### The Bottom Line: Partnership Over Transactions "This is ultimately about partnership," Estrada-Gonzalez said. "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 the kind of thinking that builds lasting market share. Not just moving units, but actually showing up for communities that have been underserved for way too long. For retailers in the U.S. and Latin America, this is worth watching. XGEN is putting real resources behind a demographic that many competitors still treat as an afterthought. And that might just be the smartest growth strategy of 2026.