Alan Sugar was known as the founder of Amstrad on the British television show Dragon's Den.
Amstrad was founded by Sugar in 1968. The company’s name came from Alan Michael Sugar Trading and it became associated with consumer electronics, including hi-fi equipment, computers and satellite television products. Sugar’s business background made him a natural fit for a programme centred on commercial judgement.
Sugar served as a dragon in the early British series before becoming more strongly associated with The Apprentice. His direct manner and emphasis on sales, margins and execution made his appearances memorable, although he was not part of every later Dragon's Den line-up.
The name Amstrad is sometimes wrongly attributed to Peter Jones or Theo Paphitis because both are prominent British entrepreneurs who appeared on the programme. The founder connection belongs specifically to Alan Sugar.