Sales down, profits more than halved –there seemed little to cheer in JJB Sports’ interims last week. But the retailer’s share price ticked up as analysts responded enthusiastically to the update.

One reason was the higher than expected same-store sales performance in the first weeks of the second half and a margin boost. Another was new investor and chief executive Chris Ronnie’s determination to get to grips with lacklustre stores.

It looks as if there will be renewed concentration on retailing basics, taking in everything from how shops look to what they sell. A new store model is to be tested, the proportion of own-brand products will be increased and ways sought to reduce reliance on big sporting tournaments, such as the World Cup, which take the retailer from feast to famine in the space of a year. A staff training academy is also being introduced.

The weak multichannel business is also in for an overhaul, led by non-executive director David Jones, who brings a wealth of expertise gained at Next. If all goes to plan, JJB will live up to its branding as “serious about sport”.

Of course, all these ideas have to come off. At present, most are just a gleam in Ronnie’s eye. JJB has unveiled eye-catching strategies before. It wasn’t so long ago that adidas and Nike shop-in-shops – since revealed to have made little impact – were hailed as the next big thing.

But the evidence so far – admittedly limited – gives grounds for hope. Perhaps the most important thing Ronnie said was that JJB had spent too much time worrying about Sports Direct and not enough thinking about itself and what customers want.

It was an astute comment and one that others might apply. Retailers have always been magpies of each others’ good ideas. However, without a sound business in the first place, imitation may remain the sincerest form of flattery but it won’t necessarily help the share price.

Is Debenhams on the turn?
Could sentiment be changing on Debenhams? Despite gossip last week that covenants were about to be breached and Rob Templeman was to be shown the door, the whisper is things might be on the turn. At the forthcoming results, current trading might be a pleasant surprise – or at least make serious the prospect of a pleasant surprise to come.

George MacDonald is deputy editor of Retail Week

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