XGEN Products is pleased to announce the appointment of Blanca Estrada-Gonzalez as its Latin America Account Representative, supporting the company’s continued growth throughout Mexico, Puerto Rico, the Latin Caribbean, Central America and South America, while helping strengthen XGEN’s connection with Latino and Spanish-speaking consumers in the United States.
Estrada-Gonzalez brings more than 20 years of experience across the intimate apparel, pleasure products and specialty retail industries, with a career encompassing wholesale sales, brand development, product representation, retailer education and international business development.
In her new role, Estrada-Gonzalez will focus on developing new business throughout Latin America while strengthening support for XGEN’s existing retail and distribution partners serving Latino and Spanish-speaking communities in the United States.
“The Latin consumer isn’t only in Latin America,” said Estrada-Gonzalez. “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. There is a tremendous opportunity to change that while also building stronger relationships throughout Latin America.”
“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. Her wealth of knowledge will help position XGEN as an industry leader serving this important demographic and geographic part of the world. The XGEN team welcomes her to the family!” said Andy Green, CEO of XGEN Products
A key priority for Estrada-Gonzalez will be expanding XGEN’s Spanish-language sales, marketing and educational resources. She has already begun translating and culturally localizing key company assets into Spanish, with the goal of giving retailers and distributors practical resources they can use to educate staff, represent products and engage consumers more effectively.
Her approach will emphasize product representation, education, localization and relationship building alongside traditional account development — recognizing that meaningful market growth requires more than simply making products available.
For Estrada-Gonzalez, localization is particularly important. Rather than treating Latin America as a single market—or assuming that translating English copy into Spanish is enough—her strategy will prioritize listening to retailers and distributors, understanding the nuances of individual markets and adapting XGEN’s support accordingly.
“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. The common thread is that we have an opportunity to listen better, communicate more intentionally and give our partners resources that make sense for the communities they actually serve.”
The strategy is designed to create value across XGEN’s entire sales ecosystem. In Latin America, Estrada-Gonzalez will develop accounts and strengthen distributor and retailer relationships. In the United States, she will serve as an additional resource to XGEN’s existing sales representatives and their accounts, helping provide culturally relevant product education, Spanish-language assets and market support where opportunities exist.
“This is ultimately about partnership,” Estrada-Gonzalez added. “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 the kind of representation I want to bring to XGEN and to the markets I serve.”
Estrada-Gonzalez’s appointment reflects XGEN’s continued commitment to expanding its international presence while supporting the changing needs of retailers, distributors and consumers both abroad and at home.
Latin America Sales & Account Inquiries
Blanca Estrada-Gonzalez
Available Monday–Friday, 8:00 a.m.–6:00 p.m. MT
Phone/WhatsApp: 970-637-8408
Email: studio@softpowercollective.com
