Beate Uhse in Distro Deal With El Asira

AMSTERDAM — El Asira, an Amsterdam-based online company selling halal sex products, and European giant Beate Uhse have struck a distribution deal.

The deal, announced today after four years in the making, takes 18 of El Asira's Islamic-branded products to the market through Beate Uhse, according to El Asira founder Abdelaziz Aouragh.

“Considering we’re targeting a [worldwide] market of around 1.8 billion people, the potential is huge,” he said.

The El Asira products, which don't contravene Sharia law, include lingerie and sensual oils based on the highly sought-after agar wood oil — one of the most expensive natural raw materials.

“The products we’re putting on the market have nothing to do with blow-up dolls or vibrators,” Aouraghs said. "Our products increase the atmosphere and heighten feelings of sensuality."

The new range of lingerie and personal care products will go on sale in Beate Uhse shops and via the El Asira website in two weeks.  

Aouraghs said the two companies are now looking into the possibility of opening a concept store for halal sex products in Saudi Arabia’s Mecca, the holiest place in Islam.

Beate Uhse has 96 shops in 11 European countries. The Frankfurt company was set up by German stunt pilot Beate Uhse-Rotermund, who opened a sex store in Flensburg in the 1930s.

Financial details of the deal haven't been disclosed.   

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Sexpo Australia Relaunches as SexEx

Sexpo Australia founder David Ross has relaunched his adult lifestyle expo as SexEx.

Orion Unveils New Styles From 'Svenjoyment Bondage' Line

Orion Wholesale has released two new styles from its Svenjoyment Bondage line.

NYC Adult Stores Lose Challenge to Zoning Law, May Face Relocation

The U.S. Court of Appeals for the 2nd Circuit on Tuesday upheld a lower court’s decision to allow enforcement of a 2001 zoning law aimed at forcing adult retail stores out of most parts of New York City.

B-Vibe Spotlighted in Glamour Magazine

B-Vibe has been named Best for Anal Toys in a Glamour Magazine article on pleasure brands.

Williams Trading, ANME Founders Partner for Livestream Event

Williams Trading has partnered with CalExotics, Doc Johnson, and Nasstoys to host a virtual trade show July 14-15 during ANME.

Eldorado Names Sandy Nuyt Sales Director

Eldorado Trading has appointed Sandy Nuyt as its new sales director.

Orion Debuts 'Glans Masturbation Cup Trainer' From Rebel Line

Orion Wholesale has released the Glans Masturbation Cup Trainer from its Rebel collection.

ProDx Health Introduces 'Assured MoFi ID' Testing Program

ProDx Health has introduced its new Assured MoFi ID Program for testing.

Eye of Love Expands 'Bloom' Collection

Eye of Love has introduced two new perfume oils from its Bloom collection.

Nobü Adds to 'Essentials' Collection

Nobü is expanding its Essentials collection with three new pleasure products.

Show More