Alan Sugar was the Dragon's Den investor known as the founder of Amstrad.
Sugar founded Amstrad in 1968, initially building a business around consumer electronics and later expanding into home computers and telecommunications. The company's name came from Alan Michael Sugar Trading. Amstrad became especially prominent in Britain through products such as the CPC home computer range and satellite television equipment.
Sugar joined the British Dragon's Den panel in 2023, replacing a departing dragon. His business background made him one of the programme's most recognisable investor figures, although he is also widely known for presenting The Apprentice in the United Kingdom.
Amstrad is sometimes confused with Sugar's later business interests. The defining fact is that he founded Amstrad; he did not acquire the company as an already established outside owner.