XGen Products has appointed Blanca Estrada-Gonzalez as its Latin America account representative, a move aimed at supporting the company’s growth across Mexico, Puerto Rico, the Latin Caribbean, Central America, and South America. This appointment also seeks to strengthen XGen’s connection with Latino and Spanish-speaking consumers in the United States.

New Role and Responsibilities

Estrada-Gonzalez will focus on developing new business throughout Latin America. Additionally, she will strengthen support for XGen’s existing retail and distribution partners who serve Latino and Spanish-speaking communities in the United States. Her approach will emphasize product representation, education, localization, and relationship building alongside traditional account development.

A key priority for Estrada-Gonzalez involves expanding XGen’s Spanish language sales, marketing, and educational resources. She has already begun translating and culturally localizing company assets into Spanish. The goal is to provide retailers and distributors with practical resources for staff education, product representation, and consumer engagement.

Estrada-Gonzalez stated that the Latin consumer is not only in Latin America, noting millions of Latino and Spanish-speaking consumers in the United States who are already shopping in the industry. She highlighted an opportunity to provide retail partners with tools to intentionally speak to and educate this customer base, while also building stronger relationships throughout Latin America.

For Estrada-Gonzalez, localization is particularly important. Her strategy will prioritize listening to retailers and distributors, understanding the nuances of individual markets, and adapting XGen’s support accordingly, rather than treating Latin America as a single market or assuming that translating English copy into Spanish is sufficient. She noted that every market is different, citing Mexico, Puerto Rico, and Colombia as distinct, and recognizing that Spanish-speaking consumers in Miami, Los Angeles, or Chicago may have different needs and experiences. The common thread, she said, is an opportunity to listen better, communicate more intentionally, and provide partners with resources relevant to the communities they serve.

This 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, providing culturally relevant product education, Spanish-language assets, and market support where opportunities exist. Estrada-Gonzalez concluded that this is about partnership, aiming for distributors and retailers to better understand products, educate their teams, and connect with customers, leading to mutual growth.

Experience and Background

Estrada-Gonzalez brings over 20 years of experience across the intimate apparel, pleasure products, and specialty retail industries. Her career includes wholesale, brand development, product representation, retailer education, and international business development.

Andy Green, CEO of XGen Products, commented on Estrada-Gonzalez’s experience in the LATAM and Spanish-speaking markets, describing it as "second to none." Green stated that her wealth of knowledge will help position XGen as an industry leader serving this demographic and geographic part of the world.

Blanca Gonzalez is also the Owner/Founder of Curvas Plus Size Nicaragua, a 2020 Fellow of Vital Voices. Curvas Plus Size Boutique is described as the first plus size retail chain in Central America, with a store recently opened in El Salvador. Curvas aims to address the spiritual and human needs of its customers through individualized attention and respect, considering their expectations, needs, tastes, and preferences. Curvas is an inclusive store that creates fashion and contributes to improving clients' self-esteem, hosting empowerment talks and maintaining a self-improvement blog. Blanca holds a Bachelor of Business Administration from Universidad Americana and is the Vice President of Women’s Business Network of Nicaragua. She hopes to expand her company to other countries in Central and Latin America. Blanca is passionate about women’s empowerment and creating opportunities for women in her community, with expertise in strategic planning, negotiations, and business strategy.

Key Facts

  • Blanca Estrada-Gonzalez was appointed XGen Products' Latin America account representative on September 09, 2026.
  • Her role supports growth in Mexico, Puerto Rico, the Latin Caribbean, Central America, and South America, and strengthens connections with Latino and Spanish-speaking consumers in the United States.
  • Estrada-Gonzalez has over 20 years of experience in intimate apparel, pleasure products, and specialty retail.
  • A key priority is expanding XGen’s Spanish language sales, marketing, and educational resources through translation and cultural localization.
  • She emphasizes a localized approach, recognizing distinct market nuances within Latin America and among Spanish-speaking communities in the U.S.
  • Estrada-Gonzalez is also the Owner/Founder of Curvas Plus Size Nicaragua, a retail chain with a presence in Nicaragua and El Salvador.

For Latin America sales and account inquiries, Estrada-Gonzalez can be contacted at (970)-637-8408 or [email protected].