XGEN's New Hire Could Change How You Reach Latino Shoppers

Amanda Moore · 2026-09-10

XGEN Products made a smart move this week. They brought on Blanca Estrada-Gonzalez as their new Latin America Account Representative. If you're in the adult retail or pleasure products business, this is worth paying attention to. Because Estrada-Gonzalez isn't just another sales rep—she's a bridge to a market that's been underserved for way too long. ### Who Is Blanca Estrada-Gonzalez? She's a 20-year veteran of the intimate apparel and pleasure products world. Her resume includes wholesale sales, brand development, product representation, retailer education, and international business development. In other words, she's done it all. And now she's bringing that experience to XGEN, where she'll focus on 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 Spanish-speaking consumers right here in the United States. "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 huge insight. Too many brands treat Spanish-speaking customers as an afterthought. Estrada-Gonzalez wants to change that. ### Why Localization Matters One of her first projects? Translating and culturally localizing XGEN's sales and marketing materials into Spanish. But she's not just running text through Google Translate. She's making sure the messaging actually resonates. "Every market is different," she explained. "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 nuance is everything. You can't just lump all Spanish speakers together. Estrada-Gonzalez gets that. Her strategy is built on four pillars: - **Product representation** – making sure retailers understand what they're selling. - **Education** – giving staff the knowledge to recommend products confidently. - **Localization** – adapting materials for each market's unique culture. - **Relationship building** – because business is still about people. ### What This Means for Retailers If you're a retailer or distributor serving Latino communities, this is good news. Estrada-Gonzalez will be an extra resource for XGEN's existing sales reps, providing Spanish-language assets and market support. She'll also be developing new accounts throughout Latin America. The goal? To create value across the entire sales ecosystem. "This is ultimately about partnership," she said. "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 said. "As soon as I found out she was available and looking to add brands to her portfolio it was a no brainer." That's a strong endorsement. And it signals that XGEN is serious about this market. ### The Bottom Line The adult industry is growing, and the Latino demographic is one of the fastest-growing segments in the U.S. But reaching them effectively takes more than just stocking products. It takes understanding, respect, and intentional communication. With Estrada-Gonzalez on board, XGEN is positioning itself as a leader in this space. If you're a retailer, you might want to take notes. Because this could be the start of something big. And who knows? Maybe other brands will follow suit. It's about time.