Continuing our SME season, looking at successful start-ups, we speak with 2011 The Apprentice winner Tom Pellereau, whose business is thriving, 13 years later.

Tom’s beauty innovation business Stylideas has made millions since launching in 2012, in part thanks to Lord Alan Sugar’s support and investment.

In this episode we talk about:

• What Tom would have done if he didn’t make it on the show
• Tom reflects on his record as the first Apprentice finalist to lose eight tasks 
• How Lord Sugar has supported Tom’s business
• The impact of the pandemic on Stylideas
• How Tom has had to adapt to managing people
• Tom explains how he deals with copycat products
• Why Tom is focusing on the UK and Europe
• Tom’s mission to make skin therapy tools more accessible
• Can Tom become bigger than James Dyson?

For more interviews, news and analysis from the Evening Standard's business team, go to standard.co.uk/business or pick up the newspaper. How to be a CEO is released every second Monday, hit your follow button so you never miss out.

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