German sex aid company Beate Uhse, which runs the Pabo and Christine le Duc stores, is working together with Amsterdam company El Asira to focus on the 'enormous Muslim growth market'.

El Asira was founded in 2010 and concentrates on the market for what it calls 'sensual wellness'.

'In the west, people think sensuality means pornography but we are not a sex shop,' stresses founder Abdelaziz Aouragh in the Financieele Dagblad. El Asira sells massage oils, lingerie and personal care products.

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