Racing driver Ralf Schumacher has teamed up with a subsidiary of German erotic products firm Beate Uhse in a joint venture aimed at the Slovenian market.
"For me, it's just like any other investment," the German told Bild newspaper which said two million euros ($2.6 million) would be invested to set up eight shops in Slovenia next year.
"I've entered as a silent partner."
Uhse, Europe's leading sex store chain, was founded by Beate Uhse, a former Luftwaffe pilot. It sells more than 10,000 products ranging from sex toys to racy lingerie and erotic films in more than 200 shops in 10 European countries.
Schumacher, younger brother of world champion Michael, scored 24 points for the Williams team last season. He will drive for Toyota in 2005.