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.
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