DEBATE: Could Mike Ashley be the answer to Debenhams’ woes?

Could Sports Direct boss Mike Ashley be the answer to Debenhams’ woes?

John Phillips, general manager (EMEA) of Zuora, says YES.

Reversing the fortunes of Debenhams would provide any new boss with a challenge – it is in dire need of modernisation. But Mike Ashley could well be the right man for the job. He has a solid history in the retail sector, and he knows intimately how the industry works – and how it is evolving.

Ashley can continue to push Debenhams in the direction that it is already moving in, changing its approach to deliver more than just products.

It recently opened its first store with a beauty hall which included a minibar and a hair and beauty lab so consumers can enjoy a pampering and social experience, rather than just look at products on a shelf. This change in strategy is something we are seeing across all sectors as businesses move to build smart consumer loyalty, and is something that Ashley should know a thing or two about.

He’s starting off with a chain with half a billion pounds of annual losses, but I believe that we will see Ashley continue to modernise this great British brand.

Guita Blake, head of Europe at Mindtree, says NO.

Turning around Debenhams will never be about one person. A famous owner, no matter how good their track record in retail, can’t solve the problem on his own. It needs to be a team effort.

With or without Mike Ashley, Debenhams requires a solid data strategy if it is to thrive in the face of online giants like Amazon. Fortunately, it already has the tools it needs to adapt to consumer needs – a strong brand and loyal customer base – if it only knew how to use that data to its full potential, to identify future fashion trends and shopper behaviour.

Over the past year, the shift towards shopping online has had a huge impact on the high street. Delivering change needs to be a business-wide effort for brands like Debenhams.

There’s no “I” in team. Ashley may be the one to push Debenhams in the right direction, or he may be so unpopular with the existing team that he is more of a hindrance than a help. But as one of the UK’s most-loved high street brands, it already has what it needs to adapt its data strategy, without his help.