"This fire is massive".
'Officers, London Ambulance Service and London Fire Brigade attended and found the store ablaze. "I haven't seen anybody shouting or being dramatic but I think the whole roof is on fire".
Up to 100 firefighters have been called to a blaze at a Poundland discount store on Old Church Road in Chingford, northeast London on Wednesday evening, according to local media reports.
Police are treating the blaze as suspicious, with three suspects seen fleeing the area shortly after it broke out.
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Mitchell Robinson wrote: 'Shop burning down at Chingford Mount! I hope no one has been hurt in the fire. Pray there's no one in there. At this early stage, there are no reported injuries.
On the other hand, "a mother and daughter in an adjacent flat saw smoke and evacuated the property unhurt", Danny Meakin - a station manager present at the scene - said. "No arrests have been made", the spokesperson added. Three suspects were seen to leave the area soon after the fire started'.
A statement on the brigade website says the cause of the fire is not known at this stage.