The legal entity SJHL receives the money (not Ashley) and this has legal liabilities to creditors and legal obligations under company ownership rules. The status of the company as 'limited' dictates which rules apply to the legal entity. Any breach of these rules could see Ashley banned from being a company director or imprisoned.
If you study finance, economics or business you would learn about this stuff in the basic courses. That all said, there is legroom for Ashley to be 'creative' with his accounting and move capital around to his advantage.