XGEN's New LATAM Rep Reveals a Bigger Play in Adult Retail

Emily Williams · 2026-09-10

XGEN Products just made a move that could change how adult retailers connect with Spanish-speaking customers across the United States and Latin America. The company appointed Blanca Estrada-Gonzalez as its Latin America Account Representative, and her approach might be exactly what the market has been missing. ### A 20-Year Veteran Steps In Estrada-Gonzalez isn't new to this world. She brings over 20 years of experience across intimate apparel, pleasure products, and specialty retail. Her background spans wholesale sales, brand development, product representation, and international business development. That's a rare mix. Most people know one slice of the business. She's seen the whole thing. ### The Overlooked Opportunity in the U.S. Here's the part that caught my attention. Estrada-Gonzalez isn't just focused on Latin America. She's looking at the millions of Latino and Spanish-speaking consumers right here in the United States. "The Latin consumer isn't only in Latin America," she 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. Retailers want to serve these communities, but they often lack the Spanish-language materials and cultural context to do it well. ### Why Localization Isn't Just Translation A key part of her role will be expanding XGEN's Spanish-language sales, marketing, and educational resources. She's already translating and culturally localizing company assets. But she's quick to point out that translation alone doesn't cut it. "Every market is different," Estrada-Gonzalez said. "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." She plans to listen first, then adapt XGEN's support to each market's nuances. ### What This Means for Retailers and Distributors In Latin America, Estrada-Gonzalez will develop new accounts and strengthen distributor relationships. In the U.S., she'll support XGEN's existing sales reps with culturally relevant product education and Spanish-language assets. - **For retailers:** Better tools to educate staff and engage Spanish-speaking customers. - **For distributors:** Stronger partnerships and market-specific support. - **For XGEN:** A more intentional approach to a growing demographic. ### The Bottom Line Andy Green, CEO of XGEN Products, didn't hold back: "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." Estrada-Gonzalez summed up her philosophy 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 how you build something that lasts.