CHIGWELL entrepreneur and star of BBC1's 'The Apprentice' Sir Alan Sugar took his place in the House of Lords this week.

Aside from an ermine robe and a new job as a government trade advisor, Sir Alan also takes on a new title - Baron Sugar of Clapton.

Prime Minister Gordon Brown appointed 62-year-old Sugar as his special advisor on enterprise last month.

It is thought he will sit on the Labour benches.

The multi-millionaire has voluntarily stepped down from several company director roles in order to avoid any conflict of interest.