XGEN's New Hire Just Changed How Adult Brands Reach Latino Buyers

Jessica Wilson · 2026-09-10

XGEN Products made a move that says a lot about where the adult retail industry is headed. They brought on Blanca Estrada-Gonzalez as their Latin America Account Representative, and honestly, this isn't just a standard personnel announcement. ### Why This Matters More Than You Think There's a massive audience that a lot of companies overlook. Millions of Latino and Spanish-speaking consumers in the United States are already shopping in this space. But are they getting the experience they deserve? Not always. "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 the gap she's stepping in to fill. And with over 20 years in intimate apparel, pleasure products, and specialty retail, she's not coming in cold. ### It's Not Just About Translation Here's where things get interesting. Estrada-Gonzalez isn't treating Latin America as one big market. She's not assuming that running English copy through a translator is enough either. "Mexico is not Puerto Rico. Puerto Rico is not Colombia," she explained. "A Spanish-speaking consumer in Miami, Los Angeles or Chicago may have completely different needs and experiences." That nuance matters. A lot of brands mess this up. They think "Spanish" is a checkbox. But culture, language, and buying habits shift from region to region, even within the same country. Her strategy? Listen first. Then adapt. - Develop new business across Mexico, Puerto Rico, the Latin Caribbean, Central America, and South America - Strengthen support for existing retail and distribution partners in the U.S. - Translate and culturally localize XGEN's sales, marketing, and educational materials into Spanish - Provide retailers with practical tools to educate staff and engage consumers ### What This Means for Retailers 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," he said. "As soon as I found out she was available and looking to add brands to her portfolio, it was a no brainer." For retailers already serving Latino communities, this could mean better resources, stronger product education, and marketing that actually resonates. For those who haven't tapped into this audience yet, it's a wake-up call. ### The Bigger Picture XGEN isn't just expanding geographically. They're investing in relationships. Estrada-Gonzalez emphasized that this is about partnership, not just pushing products. "If we can help our distributors and retailers better understand our products, educate their teams and connect with their customers, everyone grows together," she said. That's the kind of approach that builds lasting market presence. Not quick wins, but sustainable growth. The adult retail industry is evolving. And companies that recognize the diversity of their customer base, and invest accordingly, are the ones that will lead. XGEN just made that clear.