The umbrellas are available from ten different shops and can simply be picked up, used and deposited back at any of the outlets. The Stony Stratford Business Association has introduced the umbrellas so that shoppers don't have the bother of bringing umbrellas with them when they shop in the town. David Odell is the proprietor of Odell & Company, an ironmongers on the high street which was established in 1740.  He is chairman of the Business Association.  "We want shoppers to have the best possible experience when the come into Stony Stratford," he said, " so we're helping them to keep dry during rain showers."

Most of Stony Stratford's shops are independent and therefore the town can offer a large range of different products not found in many other retail centres. The Business Association is constantly working to enhance the shopping experience in this Georgian market town with hanging baskets lining the high street during the summer and the famous Christmas lights during December.

Initially just 200 umbrellas have been purchased and David admits that quite a few of them are likely to find themselves in the boots of car, or back in people's houses.  "We're aware that we're likely to lose quite a few of the umbrellas early on," he said, "But at least the name of Stony Stratford is emblazoned on them, so wherever they are they will provide a constant reminder of the town.