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.