Alan Sugar founded the Amstrad electronics company.
Sugar established Amstrad in 1968, and the company became known for consumer electronics including hi-fi equipment, televisions, computers and satellite television hardware. The name Amstrad was formed from Alan Michael Sugar Trading.
Sugar is also a prominent British business personality and was a guest investor on Dragons' Den. He is more strongly associated with The Apprentice, where he serves as Lord Sugar and chairs the recruitment competition, so appearances across the two programmes can be confused.
Amstrad is not a business created through a Dragons' Den pitch. Sugar built it decades before his television investment appearances. That timeline makes the company a useful identifier for him rather than a reference to a particular contestant deal.