Which Dragon founded Amstrad before joining Dragon's Den?

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Alan Sugar founded Amstrad before joining Dragon's Den.

Sugar founded Amstrad in 1968. The company began in consumer electronics and became known for products including audio equipment, home computers and satellite television hardware. The name “Amstrad” came from Alan Michael Sugar Trading.

He joined the British Dragon's Den panel in 2012, bringing a much longer-established corporate and entrepreneurial career than the programme's original investors. His direct, often confrontational questioning became one of the defining features of his appearances.

Amstrad is sometimes remembered mainly for the Amstrad CPC home computer, but the company operated across several electronics markets. Sugar also became associated with Tottenham Hotspur, serving as the football club's chairman during the 1990s.

Source: Wikipedia · fact-checked Oct. 2026

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