Arthur Fortune is the owner of The Fortune Megastore chain and a hip playful billionaire. He is noted for several feats including sledding down Mt. Everest and knocking out Muhammed Ali at his doorstep. During the opening of his 112th store in Springfield, he tossed free money into the crowd, saying that he has too much money. This character seems to be inspired by the founder of Virgin Megastore, Richard Branson.