Alan Sugar founded the electronics company Amstrad before becoming a dragon on the UK television series Dragon's Den.
Sugar established Amstrad in 1968, initially using his surname and the word “Trading” to form the company name. Amstrad became known for affordable consumer electronics, including hi-fi equipment, computers and satellite television products.
He joined Dragon's Den as an investor in the programme's tenth series in 2012. His direct, commercially focused style gave the panel another prominent business figure, although he is often associated more broadly with The Apprentice because he presented that programme.
Amstrad is not a Dragon's Den investment business. It was Sugar's own company, built decades before his television appearances. That distinction matters because the show features both investors' existing business histories and companies seeking funding during pitches.