Lord Sugar is reigniting the Amstrad brand by launching a digital marketing firm, Amstrad Digital, under the leadership of his grandson, marking a significant move 17 years after selling Amstrad to Sky.
Sugar, known for his role on BBC One's The Apprentice, expressed dissatisfaction with Sky's previous management for hindering his efforts to reclaim the brand name, a situation that changed following Comcast's acquisition of Sky in 2018.
The new agency will be led by Sugar's Grandson Joe Baron and Tom D'Arcy, both formerly of the digital marketing agency Climb Online.
Climb was launched by Apprentice winner Mark Wright with the investment of Lord Sugar, and sold in 2022 for a reported £10 million.
"They've got the [Amstrad] brand name," Sugar told the Daily Mail. "That in itself is worth a fortune, and they've got to exploit it. And I want to see some money."
Those of a certain vintage will remember Amstrad, which stands for Alan Micheal Sugar Trading, as being at the forefront of personal computing in the 1980s and 1990s.
His desktop machines sold in their millions, and while affordable, they did have a reputation as somewhat 'glitchy'.