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

Robert Wilson · 2026-09-10

XGEN Products made a smart move this week. They brought on Blanca Estrada-Gonzalez as their Latin America Account Representative. Now, if you're thinking, "Okay, another corporate appointment," stick with me. This one actually matters—especially if you care about how adult products reach Latino communities in the U.S. and beyond. ### Who Is Blanca Estrada-Gonzalez? Blanca isn't new to this world. She's got over 20 years in intimate apparel, pleasure products, and specialty retail. We're talking wholesale sales, brand development, product representation, retailer education, and international business development. She's seen it all. Her new role? Grow XGEN's business across Mexico, Puerto Rico, the Latin Caribbean, Central America, and South America. But here's the twist: she's also here to help XGEN connect with Latino and Spanish-speaking consumers right here in the United States. ### Why This Matters for U.S. Shoppers "The Latin consumer isn't only in Latin America," Blanca 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." She's not wrong. Walk into any adult store in Miami, Los Angeles, or Chicago, and you'll see a diverse crowd. But how many of those stores have staff who can explain products in Spanish? How many have packaging or marketing that actually resonates with Latino culture? Not enough. Blanca's plan is to change that. She's already translating and culturally localizing XGEN's key assets into Spanish. The goal? Give retailers and distributors practical resources to educate their teams and engage customers more effectively. ### Localization Isn't Just Translation Here's where Blanca's approach gets interesting. She's not treating Latin America as one big market. And she's definitely not assuming that translating English to Spanish is enough. "Every market is different," she says. "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's a nuanced take. It means listening to retailers and distributors, understanding local nuances, and adapting support accordingly. It's about relationship building, not just account development. ### What This Means for Retailers and Distributors If you're a retailer or distributor serving Latino communities, this is good news. Blanca will be an extra resource for XGEN's existing sales reps. Think culturally relevant product education, Spanish-language assets, and market support where it counts. "This is ultimately about partnership," Blanca adds. "If we can help our distributors and retailers better understand our products, educate their teams, and connect with their customers, everyone grows together." Andy Green, CEO of XGEN Products, is clearly thrilled. "Blanca's experience in the LATAM and Spanish-speaking markets is second to none," he says. "As soon as I found out she was available and looking to add brands to her portfolio, it was a no brainer." ### The Bottom Line XGEN's appointment of Blanca Estrada-Gonzalez isn't just a corporate hire. It's a signal that the company is serious about serving Spanish-speaking consumers—both abroad and at home. And that could mean better products, better education, and better experiences for a community that's been underserved for too long. So next time you're shopping for adult products, ask yourself: does this brand get it? XGEN just took a big step toward making sure they do.