XGEN's New Hire Just Changed the Game for Spanish-Speaking Shoppers

Jessica Taylor · 2026-09-10

XGEN Products just made a move that could reshape how adult retailers connect with Spanish-speaking customers. The company appointed Blanca Estrada-Gonzalez as its Latin America Account Representative, and she's bringing over 20 years of experience in intimate apparel, pleasure products, and specialty retail to the table. ### Why This Matters for Retailers If you run an adult store—whether it's in Miami, Los Angeles, or a smaller city—you've probably noticed that your Spanish-speaking customers aren't always getting the attention they deserve. Estrada-Gonzalez sees that gap clearly. "The Latin consumer isn't only in Latin America," she says. "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." That's not just a nice sentiment. It's a real opportunity. And XGEN is betting that Estrada-Gonzalez is the right person to seize it. ### A Strategy Built on Listening, Not Assumptions Here's what makes her approach different: she's not treating Latin America as one big market. She's not assuming that a quick translation of English marketing materials is enough. Instead, she's focusing on localization—the kind that actually respects cultural differences. "Every market is different," she explains. "Mexico is not Puerto Rico. Puerto Rico is not Colombia. And a Spanish-speaking consumer in Miami, Los Angeles or Chicago may have completely different needs and experiences." That level of nuance is rare. Too often, companies just translate their websites and call it a day. Estrada-Gonzalez wants to go deeper—listening to retailers, understanding local nuances, and adapting XGEN's support accordingly. ### What She's Already Doing Estrada-Gonzalez has hit the ground running. She's already started translating and culturally localizing key company assets into Spanish. The goal? Give retailers and distributors practical resources they can actually use to train staff, represent products, and engage customers more effectively. Her priorities include: - Expanding XGEN's Spanish-language sales and marketing materials - Developing new business throughout Latin America - Supporting existing retail and distribution partners in the U.S. - Providing culturally relevant product education It's a comprehensive approach that recognizes meaningful growth requires more than just making products available. It requires education and relationship building. ### The Bigger Picture Andy Green, CEO of XGEN Products, didn't mince words when talking 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." That enthusiasm makes sense. Estrada-Gonzalez's background spans wholesale sales, brand development, product representation, retailer education, and international business development. She's not just a salesperson—she's a bridge builder. > "This is ultimately about partnership," she adds. "If we can help our distributors and retailers better understand our products, educate their teams and connect with their customers, everyone grows together." And that's the key takeaway. This isn't just about XGEN selling more products. It's about empowering retailers to serve their communities better. When stores have the right tools and knowledge, they can create better experiences for customers. That's good for business, sure, but it's also just good practice. For retailers across the U.S. who serve Spanish-speaking customers, this appointment signals that XGEN is serious about supporting them. It's a recognition that the adult industry needs to reflect the diversity of the people it serves. Estrada-Gonzalez's strategy is designed to create value across XGEN's entire sales ecosystem—from account development in Latin America to providing additional resources for U.S. sales reps. It's a holistic approach that could set a new standard for how companies engage with Latino markets. The bottom line? If you're a retailer looking to better connect with Spanish-speaking customers, help is on the way. And it's coming from someone who truly understands the nuances.