A village in Oxfordshire has bucked the "doom and gloom" trend of village store closures and is toasting five years of success today.

The shop and post office in Eaton Road, Appleton, near Cumnor, was taken over by villagers in 2000 and has been a success ever since - even though volunteers had little knowledge of the retail business.

Jerry Urent, the chairman of the community shop's management group, said: "To have dreamed in May 2000 that we would build a sustainable business was questioned by many.

"Not only did we approach the running of a village shop in an un- usual manner, we did so with little detailed and specific knowledge of the retail trade.

"Villagers with different business expertise developed the strategy and through the marvellous efforts of many volunteers over the years, the business has remained at the heart of the community."

The phrase 'use it or lose it' has never had to be used to maintain the shop's success.

"An environment was created in which people actually wanted to use the shop," said Mr Urent.

Volunteers help buy and price products, stock shelves, deliver newspapers, compile accounts and serve customers.

Margaret Reading, chairman of Appleton-with-Eaton Parish Council, has been a leading member of the management group, but was surprised at the shop's success.

"Although we expected our volunteer numbers would diminish over the years, in the first year we had 60 volunteers and we now have 80," she said. "This represents involvement of about 20 per cent of households in Appleton and Eaton and is a key to our success."

Miss Reading added that the shop's social importance could not be measured.

"The shop is the focal point of the village and estate agents usually describe Appleton as a highly desirable and active village," she said. "I'm sure this has much to do with the presence of the shop."

The success of the venture is due to the efforts of many - owners Rod and Tricia Clayton, post mistress Kathy White and suppliers, including the Co-op. The Vale of White House District Council and the Oxfordshire Rural Community Council also provided financial support and advice.