David P. Willis, and Jean Mikle

Asbury Park Press

TOMS RIVER - After 13 years of trying, business factors stopped what pine snakes could not: a proposal to build a new 228,000-square-foot Walmart Supercenter store on Route 37 in Toms River.

On Wednesday, Walmart said it is ending its pursuit for a new store located on 43 acres on the westbound side of the highway at the Toms River and Manchester border. It cited "several business factors" as the reason behind its "difficult decision" to abandon its plans.

"Although we no longer plan to build a new store in Toms River, we are committed to continuing our growth and investment in New Jersey," Walmart spokesman Phillip Keene said in an emailed statement. Walmart has one store, east of the proposed site, in Toms River and more than 70 in New Jersey.

Toms River developers Jay and Linda Grunin began seeking environmental permits in 2004 for the Walmart project. It wound its way through the planning boards in Toms River and Manchester, the state Department of Environmental Protection, the governor's office and the courts. It was opposed by both environmentalists, who contended the large supercenter would disturb threatened northern pine snakes on the property, and the Perlmutter family that operates ShopRite supermarkets in Ocean County.

MORE: What's next for Toms River Walmart site?

MORE: Lidl, Aldi get ready for Shore supermarket war

MORE: Walmart jumps into mobile payment world

“I’m disappointed to hear this because we thought it would be something our residents could enjoy,” Toms River Mayor Thomas F. Kelaher said. “It would certainly be a good ratable because they are a good neighbor,” Kelaher said he expects the Grunins to come up with a different proposal for the land. “The property is too valuable not to do something with it,” the mayor said.

A lawyer for the Grunins could not be reached for comment.

Walmart's decision comes as the company contends with intense competition from other retailers and online stores.

The company is focused on investing in new ways to serve customers, both in the store and on the web, by improving existing stores and enhancing employee training.

Last fall, Walmart remodeled its existing Toms River store, adding a self-checkout area, revamping its fresh produce offerings and remodeling the pharmacy. A new customer service center was unveiled to focus on money services and Walmart Pickup, which allows customers to buy something online at Walmart.com and ship it to the store for free.

MORE: Walmart opens training academy in Williamstown

MORE: 'Super Walmart' opens in Little Egg Harbor

It was among seven stores remodeled in New Jersey in 2016, the company said. Walmart also opened an associate training academy in Williamstown and purchased Hoboken-based Jet.com. "Over the next year, we will continue our store growth and improve our existing stores with our plan to remodel 12 locations across the state,” Keene said.

Opponents of the proposed Toms River store were happy with Walmart's decision.

"We felt that it was too big for that site. It was environmentally sensitive and it wasn't needed," said Jeff Tittel, director of the New Jersey Sierra Club. "There is enough shopping in the area. We are glad they finally pulled out."

The Perlmutter family, opposed to the project, filled local meetings with ShopRite employees to voice their concerns. They also fought the proposal in the courts, resulting in approvals being overturned in Toms River, Red Bank lawyer Ronald S. Gasiorowski said. "Obviously, our position all along was that the property was seriously challenged with environmental concerns," he said. "We are pleased that they changed their decision."

David P. Willis: 732-643-4039; dwillis@gannettnj.com; facebook.com/dpwillis732.