Simon Sugar is a British businessman and the son of Lord Alan Sugar, the entrepreneur and television personality best known for The Apprentice. Although his father has a prominent public profile, Simon has built a business career, particularly in technology, digital advertising, and commercial property investment.
His professional history includes working with Amstrad, founding and leading Amscreen, and establishing the property investment company CitiVest. A significant development came in 2025 when Amscreen was acquired by Bauer Media Outdoor.
This article explores Simon Sugar’s business background, his connection to Alan Sugar, his leadership at Amscreen, and his involvement in property investment.
Quick Bio
| Detail | Information |
|---|---|
| Full Name | Simon Sugar |
| Known For | Business leadership, Amscreen and CitiVest |
| Profession | Businessman and company director |
| Nationality | British |
| Date of Birth | June 1969 |
| Father | Lord Alan Sugar |
| Former Business Role | Chief Executive of Amscreen |
| Previous Company | Amstrad |
| Property Business | Founder and director of CitiVest |
| Business Interests | Technology, digital advertising and commercial property |
Who Is Simon Sugar?
Simon Sugar is an entrepreneur whose professional activities extend beyond his connection to a well-known business family.
His father, Lord Alan Sugar, founded Amstrad and became one of Britain’s most recognizable entrepreneurs. Simon pursued a business-oriented career, working in commercial operations and technology ventures before expanding into property investment.
Unlike his father, Simon has kept a relatively low public profile. Much of the reliable information about him comes from corporate records, company biographies, and reporting on businesses he has helped develop.
Those sources provide a clearer picture of his professional achievements than the personal details celebrity biography websites frequently repeat.
Simon Sugar’s Career at Amstrad
One important stage in Simon’s professional development was his involvement with Amstrad.
Amstrad became widely recognized for its consumer electronics and personal computers. The company played an important role in Alan Sugar’s rise as a British entrepreneur.
According to Simon’s professional biography published by CitiVest, he previously served as a director and board member at Amstrad.
This experience placed him within an established commercial organization operating in a competitive technology market.
His later activities suggest a continuing interest in technology businesses, commercial relationships and identifying new business opportunities.
Rather than following a television career, he developed his professional reputation through company management and investment.
How Simon Sugar Developed Amscreen
Amscreen became one of Simon Sugar’s most significant business ventures.
Established in 2007, the company specialized in digital signage technology, manufacturing and supplying electronic advertising displays.
Its products were used in commercial environments where businesses wanted to communicate with customers through digital screens rather than traditional printed advertising.
As founder and chief executive, Simon helped develop Amscreen into a supplier serving the digital out-of-home advertising industry.
The business built a presence beyond Britain, supplying display technology across several European markets.
Amscreen also developed a long-standing commercial relationship with Clear Channel’s European outdoor advertising operations, which subsequently became part of Bauer Media Outdoor.
This work positioned Simon in a specialist technology sector that combines hardware manufacturing, advertising infrastructure, and remote screen management.
The 2025 Amscreen Sale and What Changed
One of the most important developments in Simon Sugar’s career occurred in 2025.
In September 2025, business publication City AM reported that Amscreen had been acquired by Bauer Media Group through its outdoor advertising operations.
The transaction brought a business previously associated with Lord Sugar’s Amshold Group into Bauer’s wider advertising infrastructure.
Official Companies House records confirm that Simon’s appointment as a director of the relevant Amscreen company ended on August 29, 2025.
Simon also publicly welcomed the acquisition and described plans to assist the business through a transitional consultancy role.
The development matters because some older online biographies and corporate descriptions still identify him as Amscreen’s current chief executive.
That description should not be treated as an accurate summary of his position following the change in ownership.
In February 2026, Amscreen rebranded as Bauer Media Outdoor Technic, strengthening its integration into Bauer’s outdoor advertising operations.
The sale marked a significant transition from Simon’s leadership of a business he had founded to a new phase under different ownership.
Simon Sugar and CitiVest Property Investment
Alongside his work in technology, Simon Sugar has developed a substantial professional interest in commercial property.
He founded CitiVest, a privately funded British property investment business.
CitiVest’s official website identifies Simon as a director and describes his experience in developing commercial relationships and business opportunities.
The company operates across property sectors including retail, offices, industrial buildings and mixed-use investments.
According to its published company information, CitiVest was established in 2021 and has acquired more than £80 million of assets across approximately 50 properties.
These figures describe the company’s reported investment activity, not Simon Sugar’s personal wealth.
Its investment model focuses on identifying properties with commercial potential, acquiring assets and improving their long-term value through management and refurbishment.
A September 2026 company announcement described CitiVest’s acquisition of an industrial estate in Bristol, demonstrating its continuing activity in the commercial property market.
His Involvement in the Sugar Family Businesses
Simon has also maintained formal connections with companies associated with his father’s business interests.
UK Companies House records identify him as a director of several companies, including Amsprop-related businesses.
Amsprop is the property investment operation associated with Lord Alan Sugar and has historically concentrated on commercial real estate, particularly in London.
However, Simon’s professional identity should not be confused with his brother Daniel Sugar’s.
Amsprop’s official company website identifies Daniel as responsible for its investment, trading and development strategy.
The brothers have therefore held business responsibilities within related corporate organizations, but their roles should not be described as interchangeable.
What Makes Simon Sugar’s Career Significant?
Simon Sugar’s professional history shows how an entrepreneur can develop interests across different industries.
His work at Amstrad gave him experience within an established technology company. He later helped build Amscreen in the digital advertising sector.
His involvement in CitiVest represents another area of commercial activity, focused on acquiring and managing physical property assets.
These different businesses require distinct expertise, from technology manufacturing and business development to investment decisions and commercial property management.
Documenting this combination of activities provides a stronger basis for understanding Simon’s professional profile than simply describing him as Alan Sugar’s son.
Read this too: Louise Jane Sugar: Alan Sugar’s Daughter and Her Business Roles
FAQs
Is Simon Sugar Alan Sugar’s son?
Yes. Simon Sugar is the son of British entrepreneur Lord Alan Sugar. He has also pursued his own business career in technology and commercial property investment.
What is Simon Sugar known for?
He is particularly known for founding and leading Amscreen, serving on the board of Amstrad and establishing the commercial property investment company CitiVest.
Does Simon Sugar still run Amscreen?
Simon formerly led Amscreen, but Companies House records show that his directorship ended on August 29, 2025. The business was acquired by Bauer Media Outdoor and subsequently rebranded in February 2026.
What is CitiVest?
CitiVest is a British commercial property investment company founded by Simon Sugar. It acquires and manages properties across several sectors.
Is Simon Sugar involved in Amsprop?
Yes. Official Companies House records document Simon’s directorships in Amsprop-related companies operating in the commercial property sector.
Conclusion
Simon Sugar has established a business career spanning technology, digital advertising and real estate investment.
While his connection to Lord Alan Sugar explains some of the public interest surrounding his name, his professional activities provide independent reasons for recognition.
His leadership at Amscreen, the company’s 2025 acquisition by Bauer Media Outdoor, and his continuing involvement in CitiVest offer the clearest documented picture of his business career.
