Around 100 firefighters battle a massive blaze at a Forest Hill shop as residents are evacuated overnight

A huge fire tore through a shop and the flats above it in southeast London on Thursday evening, sending thick smoke billowing across Forest Hill and forcing nearby residents to flee their homes.

Around 100 firefighters from across the London Fire Brigade (LFB) were deployed to tackle the inferno, which engulfed a store on Perry Vale — believed to be the well-known skiing and snowboarding shop, Finches Emporium — along with a workshop to the rear of the building.

The first emergency call came in shortly after 6.30 pm, with the fire rapidly spreading through multiple floors of the property. Within minutes, towering flames could be seen leaping from the roof as thick black smoke filled the air.

Residents described scenes of panic as fire engines, ambulances, and police raced to the scene. “The flames were enormous — you could feel the heat from across the road,” one witness said. “People were screaming and running from their flats.”

According to LFB, 15 fire engines from Forest Hill, Lewisham, Beckenham, West Norwood and surrounding stations were sent to the blaze. Two 32-metre turntable ladders were used to fight the flames from above, while teams battled the fire inside the shop and neighbouring properties.

A 25-metre safety cordon was quickly established, and police evacuated around 15 people from nearby buildings. They were taken to a rest centre while firefighters worked to bring the fire under control.

Station Commander Anthony Lewis, who led the response, said crews faced a complex and dangerous operation. “Part of the ground floor shop, the first and second floors, the basement, and part of a single-storey workshop at the back were all alight,” he said. “Crews worked exceptionally hard in challenging conditions to stop the fire from spreading further.”

By 11.44 pm, the flames were finally brought under control — more than five hours after the first call. Firefighters remained at the scene throughout the night to dampen down hotspots and ensure the structure was safe.

Miraculously, no injuries were reported. However, emergency services warned that the damage to the building was extensive and structural engineers would be assessing the site throughout Friday.

Authorities urged residents living nearby to keep windows and doors closed because of the smoke, which spread across a wide area of southeast London. The A205 South Circular Road was closed for several hours, causing major traffic disruption, while rail services via Forest Hill station were also suspended.

Station Commander Lewis praised the swift coordination between crews. “This was a large and complex fire in a mixed-use property, and our firefighters did an outstanding job to bring it under control and prevent it from spreading to adjacent buildings,” he said. “We will remain on site through the night to ensure the scene is fully safe.”

Images posted on social media showed the shop’s upper floors completely ablaze, with flames tearing through the roof as firefighters aimed powerful jets of water from elevated platforms. Videos taken by bystanders showed smoke visible for miles around.

Locals took to social media to express shock and support for the long-standing business, with many describing Finches Emporium as a “Forest Hill institution.” One user wrote, “Heartbreaking to see the fire at Finches — I grew up buying my first ski gear there. Hoping everyone is safe.”

The London Fire Brigade confirmed that the cause of the fire remains under investigation. Fire investigators and police forensic teams are expected to examine the scene once it is safe to enter.

By Friday morning, the area remained cordoned off, with firefighters still on site, dampening down embers. The LFB advised people to avoid the area and warned that road closures and transport delays were likely to continue through the day.