Alan Sugar founded Amstrad and later became a Dragon on the BBC show Dragon's Den.
Amstrad was established by Sugar in 1968, initially operating in consumer electronics and later becoming known for products such as affordable computers and satellite television equipment. The company name was formed from Alan Michael Sugar Trading.
Sugar joined Dragon's Den as an investor after already becoming a prominent British business figure. His direct style and emphasis on sales, margins and practical execution made him one of the programme’s most recognisable Dragons.
Peter Jones is another technology-focused investor associated with the series, but he did not found Amstrad. Duncan Bannatyne and Nick Jenkins are also former Dragons, yet their business histories are separate from Sugar’s electronics company.