Less than half the retailers questioned said they thought he was a good role model, according to a survey from Alliance & Leicester commercial bank. More than a third said that the show had taught them what not to do.
However, love him or hate him, Sugar is one of the most successful entrepreneurs in the UK. After leaving school at 16, he started selling car aerials and electrical goods out of a van he had bought with his savings of£100. He has an estimated fortune of£830 million.