XGEN's New LATAM Hire Reveals a Massive Untapped Market

Robert Moore · 2026-09-10

XGEN Products just made a move that could change how the adult industry speaks to Spanish-speaking customers. They've brought on Blanca Estrada-Gonzalez as their new Latin America Account Representative. And if you think this is just another corporate hire, think again. ### Who Is Blanca Estrada-Gonzalez? She's not new to this world. With over 20 years in intimate apparel, pleasure products, and specialty retail, Blanca has done it all. Wholesale sales, brand development, product representation, retailer education, international business development—she's been in the trenches. But what really sets her apart is her understanding of a simple truth: the Latin consumer isn't just in Latin America. "There are millions of Latino and Spanish-speaking consumers here in the United States who are already shopping our industry," Blanca says. "Yet we don't always give our retail partners the tools to intentionally speak to and educate that customer." That's the gap she's here to close. ### The Real Opportunity: It's Not Just About Translation A lot of companies think they can just translate their English materials into Spanish and call it a day. Blanca knows better. Her strategy is all about localization—listening to retailers, understanding the nuances of each market, and adapting support accordingly. "Mexico is not Puerto Rico. Puerto Rico is not Colombia," she explains. "And a Spanish-speaking consumer in Miami, Los Angeles, or Chicago may have completely different needs and experiences." That kind of nuance matters. It's the difference between checking a box and actually building relationships. ### What This Means for Retailers and Distributors Blanca's role is designed to create value across XGEN's entire sales ecosystem. Here's what that looks like: - In Latin America: She'll develop new accounts and strengthen relationships with distributors and retailers. - In the United States: She'll support XGEN's existing sales reps with culturally relevant product education, Spanish-language assets, and market support. And she's already hit the ground running. Blanca has begun translating and culturally localizing key company assets into Spanish. The goal? Give retailers practical resources they can use to educate staff, represent products, and engage consumers more effectively. As Andy Green, CEO of XGEN Products, puts it: "Blanca's experience in the LATAM and Spanish-speaking markets is second to none. Her wealth of knowledge will help position XGEN as an industry leader serving this important demographic." ### Why This Matters for the Industry The adult industry has historically underserved Spanish-speaking consumers. That's not just a missed opportunity—it's a blind spot. With Blanca on board, XGEN is signaling that they're serious about changing that. "This is ultimately about partnership," Blanca says. "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 philosophy that could reshape how brands approach diverse markets. And it's one worth watching. ### The Bottom Line XGEN's appointment of Blanca Estrada-Gonzalez isn't just a personnel move. It's a statement. The company is investing in a market that's been overlooked for too long. And if Blanca's track record is any indication, they're about to see some serious growth. For retailers and distributors serving Latino communities, this could be the support system they've been waiting for. For the rest of the industry, it's a reminder: the future of adult retail is diverse, and the brands that embrace that will win.