Lord Sugar is to work with former TV Dragon and interior design guru Kelly Hoppen to design luxury apartments in the upscale central London enclave of St James’s.
An exclusive in the London Evening Standard reveals that The Apprentice guru Sugar - who has a substantial commercial property investment portfolio - has hired Hoppen to design two of the apartments at Bennet House, close to the Ritz Hotel.
The Standard claims Hoppen is the designer of choice for A-list celebrities, having worked for clients such as Victoria Beckham, Madonna and Sir Elton John.
The paper suggests that buyers of the plush two and three bedroom homes can expect walk-in wardrobes, en suite bathrooms, cloakrooms and bar areas, and says (unnamed) London estate agents anticipate the five apartments in the building to sell for between £7 million and £10 million each.
A statement from Lord Sugar says: “Kelly is the best at what she does. We want to create apartments that offer the owners the highest standards in luxury living and design.” He added that his property business, Amsprop, expected high demand for the homes.