EasyGroup, the private holding company owned by Sir Stelios Haji-Ioannou, is best-known for its most successful venture, the low-cost airline EasyJet. But the group has also created a boggling array of other companies under the “easy” brand since it was founded by the Greece-born entrepreneur in 1998. Many have since been dissolved or reformed, including a no-frills cinema chain and easy4men.com, a company offering travel toiletries for the “modern man”.

Sir Stelios’s EasyGroup is based in London but is registered in the Cayman Islands, meaning that disclosure of the group’s constituent companies is scant. The group’s website lists 17 Easy brands but Companies House data suggests four of those businesses have been dissolved. The 41-year-old, whose business card describes him as a “serial entrepreneur”, is currently listed as a director or chairman of more than a dozen Easy companies.