In BBC Dragons' Den, Alan Sugar was formerly the chief executive of Amstrad.
Sugar founded Amstrad in 1968, naming the company from his initials and those of his business partner, Arthur Alpern. The company first sold electronic goods and later became widely known for affordable home computers and satellite television equipment.
Amstrad became a major British technology brand during the 1980s. Its CPC range of home computers competed with systems such as the Sinclair ZX Spectrum and Commodore 64. The company also produced the GX4000 console and digital satellite receivers.
Sugar joined the regular Dragons' Den panel in the programme's first series, bringing experience from Amstrad and other ventures. A common mix-up is to confuse his Amstrad background with the businesses founded by fellow Dragons, such as Phones International Group or Bannatyne Fitness.