Our Portfolio

Here are some of the businesses that Lord Sugar has invested in already. Amsvest have helped a diverse range of companies to achieve success – we’ve worked with inventors, recruitment experts, cake sellers, and everyone in between.

Click on a business to read more about it.
Tropic Logo

Natural and cruelty-free skincare
Aventom Logo

Reinventing beauty accessories
HRS Logo

Science Recruitment Specialists
Dr Leah Logo

UK's most innovative and trusted cosmetic clinics
Climb Online Logo

Digital Marketing Agency
Sweets in the City Logo

Sweet gifts for every occasion
Sianmarie Logo

Designer swimwear, apparel and partywear
Hernshead Recruitment Logo

Technology & Engineering recruitment specialists
Siteform Logo

Nationwide flooring contractor
Harper Fox Logo

UK / International engineering & manufacturing recruitment specialists
The Label Lady Logo

Fun and chic easy to apply labels
Tresor Logo

Independent British jewellery brand that isn't afraid to stand out
Trade Mark Wizards Logo
Experts in all aspects of brand protection including trade marks, designs, copyright, domain names and cyber law.

Tropic Skincare

Susie Ma was given the opportunity to present her passion and vision for natural, cruelty-free skincare to Lord Alan Sugar. Impressed by the products, he spotted a unique business opportunity and invested, becoming a 50/50 partner in the business.

After a year of planning, Lord Sugar and Susie start their social selling business platform. Their mission is to empower people all over the country and provide them with the means to start their very own beauty business with Tropic, earning their dream salary on their own terms.


Tom Pellereau won the seventh season of BBC’s The Apprentice in 2011. This success earned him a £250,000 investment from Lord Sugar, and STYLIDEAS is the pair’s joint venture.

Tom is an avid inventor and problem solver, and the STYLIDEAS brand is dedicated to reinventing the beauty accessory market. The company’s popular products include the Stylfile™, an S-shaped nail file that makes filing easier, and Nipper Clipper™ baby nail clippers, which come with a safety spyhole that makes it easier for parents to see what they’re doing.

Hyper Recruitment Solutions

Hyper Recruitment Solutions (HRS) was founded by Ricky Martin – a qualified biochemist and a member of the Royal Society of Chemistry – in partnership with Lord Sugar. The company works with clients in the science and technology sectors and takes an ethical, highly compliant approach to recruitment.

The HRS team have helped countless talented scientists to take the next step in their careers, and the company employs its own dynamic team of passionate, skilled individuals who engage with employers and candidates and assist with the day-to-day running of the business.

Dr. Leah Cosmetic Skin Clinics

Dr. Leah Totton became the ninth BBC Apprentice winner in 2013, and Lord Sugar invested £250,000 in her business idea: a chain of clinics offering anti-wrinkle injections, facial peels, fat reduction, and an array of other treatments.

Following the successful launch of a first clinic on Chiswell Street in London, Dr. Leah opened a second branch in Essex. The business has become known for its wide range of treatment options, and for its ethical, empowering approach to cosmetic procedures.

Climb Online

Climb Online is a results-driven digital marketing agency based in Russell Square, London. The company’s founder, Mark Wright, won BBC One’s The Apprentice in 2014 after impressing Lord Sugar with his business plan.

Climb Online have achieved great success – and a number of awards and accreditations – by helping clients to capture more website traffic and market their businesses online. The team continues to go from strength to strength, adding new clients to their portfolio all the time.

Sweets in the City

Sarah Lynn was one of two Apprentice contestants to receive a £250,000 business investment from Lord Sugar in 2017. Sarah’s business proposal was very eye-catching indeed: since 2010, she had been selling sweet gifts in attractive personalised packaging, and now she was ready to take her business to the next level.

Since Lord Sugar came on board, Sweets in the City has become a nationwide sensation. Sarah and her business partner have been interviewed on a number of high-profile TV and radio programmes, and their flagship product – Letterbox Treats, personalised sweet boxes that fit through your door – have proven extremely popular.

Sian Marie Fashion

Founded by The Apprentice 2018 winner and UK based fashion designer Sian Gabbidon, the idea behind the clothing brand was originally derived from Sian’s own personal style. Sian set out to create bold, bright and unique pieces, perfect for party girls who go from waves to raves and love to make a statement.

The aim of each piece is to accentuate the feminine figure and empower the wearer by letting them 'make it their own' through the use of reversible and multiway styles combined with lush hand-drawn prints.

Hernshead Recruitment

Hernshead Recruitment is a recruitment agency focusing on providing specialist skills into the Technology & Engineering sectors. Hernshead was founded in 2019 by experienced Technology & Engineering recruiter Tom Johnson and Lord Sugar to help the growth of Technology & Engineering in the UK, not just by helping recruit specialist skills, but also by providing consultative advice and support to the engineers of the future.

Siteform Flooring Contractors

Amsvest has invested in Siteform Flooring Contractors Ltd to assist with the company’s next period of growth. Siteform Flooring is a truly nationwide flooring contractor which supplies and installs a full range of floor coverings including carpets, carpet tiles, vinyls, safety vinyls and raised-access floors, as well as resin and timber.

Harper Fox Search Partners

Harper Fox Partners offer Senior leadership talent and diverse executive recruitment solutions for the UK and International engineering and manufacturing industries. A new generation of transparent, forward thinking search, formulated to elevate quality recruitment methods, passionate about diverse and inclusive talent attraction with a pinpoint focus in board composition, C-level, executive and director talent acquisition, leadership assessment and standalone talent advisory solutions. A green business equipped with radical talent solutions, Harper Fox Partners are the leadership search partner of choice for the global transport engineering industries.

The Label Lady

The Label Lady creates fun and chic easy to apply labels to help organise everything from your home to your office to help ensure anything and everything has its place. The labels are super easy to apply and you can choose from a huge selection of pre-made labels or create your own custom label choosing from a selection of fonts and colours. The website is split into collections so you can find the right label for your organisation goal.


Tresor is an independent British jewellery brand focusing on the highest quality jewellery at the most affordable price. Their jewellery looks and feels like solid gold but costs a fraction of the price. They specialise in double gold-plated jewellery centring their brand around water-safe and durable products that are made to last. Their jewellery is generally more chunky, edgy and slightly odd. With risqué slogans engraved on their rings they are a brand that isn't afraid to stand out.

Trade Mark Wizards

Trade Mark Wizards focuses on securing protection for intellectual property rights, such as trade marks, design rights, copyrights and confidential information. The firm mainly deals with trade mark searching, filing, prosecution and registration. They also handle contentious proceedings and disputes, such as oppositions, cancellations, as well as domain name and social media violations and infringements. Trade Mark Wizards has a client base across the UK and globally, offering international protection. They are regulated by the Intellectual Property Regulation Board.

Would you like Lord Sugar to invest in your business? Contact Amsvest and apply for investment today >

Whether you’ve already started your own company or you’ve got a great business proposition and the expertise to make it work, we want to hear from you.

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