A national coffee chain has pulled out of a Devon town that prides itself on having independent shops.
South Hams District Council had approved plans by Costa Coffee to open in Fore Street, Totnes.
But in a letter, Chris Rogers, managing director of Costa, said the company had "recognised the strength of feeling" against national brands in the town.
The move, detailed in a letter to "the people of Totnes", has been welcomed by campaign group Say No to Costa.
'Prepared to listen'The town boasts 41 independent coffee outlets and is well-known in the South West for its "alternative" image, with a resident community of artists, writers, therapists, musicians, and herbalists.
End Quote Tony Kershaw Say No To CostaTotnes is pretty independent and different as a town, and we're seeking to protect that"
In the letter, Mr Rogers said the decision had been made following a discussion with different groups in the town.
"Costa has recognised the strength of feeling in Totnes against national brands and taken into account the specific circumstances of Totnes," it said.
The letter was also signed by Dr Sarah Wollaston, MP for Totnes and Pruw Boswell, Mayor of Totnes.
In the letter, Dr Wollaston and Ms Boswell said: "As your MP and Mayor, and speaking on behalf of the people of Totnes, we would like to thank Costa for being prepared to listen to our concerns and showing that they care."
Previously, Ms Boswell said: "It's so alien to what the town's about."
Say No To Costa spent three months petitioning against the planned coffee shop, which was due to take one of the larger retail spaces in the town. It collected more than 5,000 signatures.
Tony Kershaw, from the organisation, said: "We're happy with the decision Costa has made.
"Totnes, as most people know, is pretty independent and different as a town, and we're seeking to protect that."
Costa currently has 19 stores in Devon and employs nearly 200 people as well as sourcing local products.
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