CRESTVIEW — Some social media rumors are true: A second Walmart is not coming to the Crestview area.

In a letter to the Okaloosa County Department of Growth Management, Jason Toole of CPH Inc. in Panama City stated that Walmart Management has ended its attempt to build a second store; this one would have been on Richbourg Lane in Crestview.

Walmart spokesperson Phil Keene confirmed the decision via email.

He stated that the company is focused "on investing in new ways to serve our customers through innovative in-store and online offerings that save time and money, by improving our existing stores and by investing in associate training in order to provide superior customer service.

"With that in mind, after rigorous review, and consideration of several business factors, we have made the difficult decision not to move forward with building a new store in Crestview. We greatly appreciate the support of local officials and members of the community as we worked through the development process," he stated.

Walmart still has plans for Florida branches, though.

"Florida continues to be an important market for the company, and one of our largest, with more than 375 stores and clubs and more than 107,000 associates. We announced plans in May to invest hundreds of millions of dollars in Florida this year through new store growth, store remodels and innovations that will save our customers time and money," Keene stated.

To that end, the organization will hire up to 95 associates for a Navarre Neighborhood Market, and a Pensacola Neighborhood Market opened in May. It also remodeled one Pensacola store and will finish remodeling another before the end of the fiscal year, according to Keene.

Walmart Neighborhood Markets are smaller-footprint stores that employ up to 95 people and offer fresh produce, meat and dairy products, bakery and deli items, household supplies, health and beauty aids and a pharmacy, according to the company website.

Keene's statement confirms growing social media rumors that led some readers to ask the News Bulletin for the project's status.

Walmart's decision means Crestview's South Ferdon Boulevard location, located just near the Interstate 10 exit, will remain the Hub City's lone branch.