A Halal sex store is joining Europe's largest erotic retailer to tap into the lucrative Muslim market.

Dutch firm, El Asira, was the world's first Muslim online sex store, which opened in the Netherlands and Turkey.

Its founder Abdelaziz Aouragh is now expanding across Europe thanks to a joint partnership with German erotica giant Beate Uhse, who both want to venture into uncharted territory by opening a store in Saudi Arabia's Mecca, the holiest place in Islam.

Aouragh has always maintained, from the outset when the company launched in 2010 -- attracting 70,000 hits to the website in its first four days of operation -- that the Halal sex products do not contravene Sharia Law and have "nothing to do with blow-up dolls or vibrators".

Instead his store offers sensual 'ambiance-enhancing' products like body lotions and scented candles that turn into oil "that let the beauty of the woman shine".

One of the products most sought-after by the Muslim community is agar wood oil - one of the world's most expensive natural raw materials.

"We will take 18 of our Islamic branded products to the market through Beate Uhse," Aouragh told AFP.

"Considering we're targeting a (global) market of around 1.8 billion people, the potential is huge," he enthused.

The Halal online sex store provides different links for men and women to browse 'lovepills' to promote sexual energy or buy lubricants like 'gel max' to enhance greater sexual performance. There are also options to visit chat forums which discuss sex in the context of Islam.

"It's not about the sex act, it's what's going on around it. Our products increase the atmosphere and heighten feelings of sensuality," Aouragh explained.

The site's whole ethos shies away from using "enticing photos of men or women as well as suggestive allusions".

Aouragh said that Beate Uhse is a company, set up in 1962 amid controversy, but "respects women and presents its products in a woman-friendly environment. That's why we believe there's no conflict in working with them".

"We think we can learn a lot from El Asira on how to tap into the Muslim erotic market," Beate Uhse spokeswoman Linda Blommaert told AFP.

Aouragh added: "Many big enterprises miss their chances. Worldwide, there are 1.8 billion muslim consumers. The turnover in this market rises with $500 billion every year."