XGEN's New LATAM Hire Changes How Adult Brands Reach Latino Buyers

Amanda Williams · 2026-09-10

XGEN Products just made a move that says a lot about where the adult retail industry is heading. They've brought on Blanca Estrada-Gonzalez as their Latin America Account Representative — and if you're a retailer or distributor serving Spanish-speaking customers, this one's worth paying attention to. ### Who Is Blanca Estrada-Gonzalez? She's not new to this world. Not even close. Estrada-Gonzalez brings over 20 years of experience across intimate apparel, pleasure products, and specialty retail. Her background spans wholesale sales, brand development, product representation, retailer education, and international business development. In other words? She's seen every angle of the business. And now she's bringing that knowledge to XGEN's Latin America strategy, covering Mexico, Puerto Rico, the Latin Caribbean, Central America, and South America. But here's the part that really matters for U.S. retailers: she's also focused on Latino and Spanish-speaking consumers right here at home. ### The Overlooked Market Right in Front of Us "The Latin consumer isn't only in Latin America," Estrada-Gonzalez said. "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 a real gap. Walk into plenty of adult retail stores across the U.S., and you'll find English-only signage, English-only product education, and staff who may not feel equipped to connect with Spanish-speaking shoppers. Not because they don't want to — but because nobody gave them the resources. Estrada-Gonzalez plans to change that. ### What She's Actually Doing A big priority is expanding XGEN's Spanish-language sales, marketing, and educational materials. She's already started translating and culturally localizing key company assets. The goal? Give retailers and distributors practical tools they can actually use — to train staff, represent products well, and engage consumers more effectively. > "Every market is different. 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 quote captures her whole approach. She's not treating Latin America as one big blob or assuming a straight English-to-Spanish translation is enough. Instead, she's listening to retailers and distributors, understanding each market's nuances, and adapting support accordingly. ### Why This Matters for Your Bottom Line Andy Green, CEO of XGEN Products, didn't mince words about the hire: "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." Here's what this could mean for retailers: - Better product education materials in Spanish that your staff can actually use - Culturally relevant marketing assets that speak to real communities, not stereotypes - Additional support for existing sales reps who may not have the bandwidth or language skills to serve Latino customers well - Stronger distributor relationships across Latin America, which could mean better product availability and pricing ### The Bigger Picture This isn't just about one hire. It's a signal that smart companies in this space are waking up to something obvious: the Latino market in the U.S. is massive, growing, and underserved in adult retail. Estrada-Gonzalez put it simply: "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 not just good business. It's the kind of approach that actually builds trust with communities that have been overlooked for too long. If you're a retailer serving Spanish-speaking customers — or you want to start — keep an eye on what XGEN does next. This is one to watch.