Firefighters are this morning battling a massive blaze which has engulfed Rotorua's Warehouse Stationery building and is threatening to spread to neighbouring buildings.
The Fire Service was called to the stationery store on Victoria St at 6:08am, and 12 fire trucks are now at the scene, said northern fire communications shift manager Scott Osmond.
"The building is well involved in the fire. The building sounds like it's pretty much totally involved.''
The warehouse, stocking various forms of books, stationery and office furniture, is surrounded by similar "big box'' stores, said Mr Osmond.
He said firefighters were trying to stop the flames setting alight the neighbouring buildings, and were based on the Amohau St side of the industrial area.
"We're in what's called defensive mode at the moment, we're not actually attacking the fire, we're just protecting the surrounding buildings and making sure it doesn't spread.''
Mr Osmond said the fire was fourth alarm, which was a high ranking but not the worst.
He said there had been no reports of injuries that he was aware of, and there had been no one inside the building.
The fire was expected to continue to rage throughout today, he said: "We'll be there certainly all day at the very least.''
He said he had no idea at this stage how the fire started.
Police are at the scene, and are asking all pedestrians and traffic to keep well clear of the blaze.
The police have asked people to avoid the area bounded by Amohau St, Fenton St, Victoria St, and Ranolf St.
