About
Alan Michael Sugar, Baron Sugar, is a British businessman, media personality, and political advisor. He's best known for founding the consumer electronics company Amstrad in the 1960s. He is also known for his role as the host of the UK version of the reality television show *The Apprentice*, where contestants compete for a job with him.
Career Timeline
Founds Amstrad Electronics Company
Alan Sugar starts Amstrad, initially selling electronics wholesale and then shifting to manufacturing.
Enters Home Computer Market
Amstrad enters the home computer market with the Amstrad CPC series, achieving significant success.
Amstrad Floats on Stock Exchange
Amstrad goes public, making Sugar a multi-millionaire.
Expansion and Diversification
Amstrad diversifies into other consumer electronics and faces increasing competition.
Hosts The Apprentice UK
Sugar becomes the face of 'The Apprentice', boosting his public profile and business ventures.
Becomes Lord Sugar
Sugar is made a life peer, taking the title Baron Sugar, reflecting his contributions to business and enterprise.
Business magnate, television personality
Continues hosting 'The Apprentice' and investing in businesses, remaining a prominent figure in British business and media.
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Last updated: February 24, 2026