Alan Sugar, the founder of Amstrad, appeared as a dragon on the British programme Dragon's Den.
Sugar founded Amstrad in 1968, building it into a major consumer-electronics company. The business name came from Alan Michael Sugar Trading. Amstrad became known for products including home computers, audio equipment and satellite television hardware.
Sugar joined Dragon's Den as an investor in the programme's first series. His direct style and emphasis on sales, margins and practical execution made him one of the show's most recognisable early dragons.
He is sometimes confused with investors from other business programmes, especially Richard Branson or James Dyson. Those entrepreneurs are prominent British business figures but were not the Amstrad founder associated with the Dragon's Den panel.