Which Dragon's Den entrepreneur founded the company Amstrad?

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Alan Sugar founded the consumer-electronics company Amstrad.

Sugar established Amstrad in 1968, combining his name with the initials of his company, A. M. S. Trading. The business first traded in consumer electronics and later became known for products including affordable hi-fi equipment, satellite television hardware and personal computers.

Amstrad's computers included the CPC range, launched in the 1980s, and the company later became associated with the Sinclair brand after acquiring Sinclair Research's computer business. Amstrad was acquired by BSkyB in 2007.

Alan Sugar joined Dragon's Den as an investor in the programme's first series. He is therefore often associated with the show as a former Dragon, but his business career began decades earlier through Amstrad.

Source: Wikipedia · fact-checked Oct. 2026

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