Supermarket giant Sainsbury’s has pulled out of plans to open a new store in Belsize Park.

The chain has decided not to proceed with a proposed store in the burned down Good For You toy shop in Haverstock Hill.

The plans sparked a large reaction, with more than 470 people signing a petition calling for Sainsbury’s to back off.

A Sainsbury’s spokesman told the Ham&High: “We are interested in opening a new shop on Haverstock Hill.

“However we have been unable to agree a commercial deal with the developer and have decided not to progress our plans at Belsize Park Station.

“We will continue to look for new opportunities in the area, so we can bring our convenience offer to a growing number of customers.”