Massive Blaze Devastates Finches Ski Shop In Forest Hill, London
Finches Emporium, a beloved, family-run ski and snowboard shop in Forest Hill, South East London, has been severely damaged after a major fire broke out on Thursday evening.
In a social media post trade body Snowsports Industries of Great Britain said "We’re sending our heartfelt support to Finches Emporium and everyone in the team after last night’s devastating fire. It’s hard to see such a valued member of our community go through this. We know how much passion and hard work goes into running a store like yours, and the whole of SIGB is behind you as you begin to rebuild. If anyone in the industry can lend a hand or offer support, now’s the time to rally together."
Approximately 100 firefighters and 15 fire engines from the London Fire Brigade (LFB) were called to the scene on Perry Vale after receiving 49 calls around 6:30 pm. The blaze, which is believed to have started accidentally in a workshop at the rear of the premises, quickly spread to the ground-floor shop, the basement, and the flats on the first and second floors above.
Crews battled the intense flames for several hours, with the fire being brought under control by 11:44 pm. The LFB deployed a 32-metre turntable ladder, using it as a water tower to extinguish the fire from above.
Fortunately, no serious injuries were reported. Two occupants of a first-floor flat, along with their dog, managed to escape before the arrival of the fire service by climbing onto a flat roof and being assisted to the ground by members of the public. One man was treated for an injury but did not require hospitalisation.
Around 15 people were evacuated from surrounding buildings as a precaution and taken to a rest centre, though most have since been able to return home.
The blaze caused significant disruption, with a 25-metre cordon put in place and local residents advised to keep windows and doors closed due to heavy smoke. Traffic disruption was also reported in the Forest Hill area, including the A205 South Circular Road, and rail services via Forest Hill station were affected.
Finches Emporium, which according to its website has been a "family's pride and joy" since it first opened in 1947, is a prominent feature of the local community, serving enthusiasts of skiing, snowboarding, cycling, and other outdoor pursuits.
The cause of the fire is currently under investigation, but the LFB is treating the incident as accidental, with early indications suggesting it originated from hot works taking place in the workshop. Fire crews remained at the scene overnight and into Friday morning to fully extinguish remaining pockets of fire.
Deputy Assistant Commissioner Jamie Jenkins, who was the Incident Commander, said: “Firefighters were met with a fully-developed fire and they worked extremely hard for several hours to prevent the fire spreading to neighbouring properties.
“This was a protracted incident with crews working through the night to fully extinguish the fire. We deployed two of our 32-metre turntable ladders as water towers to help put out the fire from above.
“Whilst the fire was ongoing, we advised people in the local area to keep their windows and doors closed due the smoke travel from the incident. This smoke travel also resulted in the temporary closure of Forest Hill Station.
“An investigation into this fire remains ongoing; however I can confirm that the fire is being treated as accidental and is believed to have originated in a storage area.
“A small number of crews remain at the scene today extinguishing hotspots and assisting with the investigation.”
Forest Hill Station Commander, Mike Watts, said: “A 25-metre cordon remains in place and Perry Vale is currently closed to traffic; however the station reopened earlier this morning.
“The Brigade has worked closely with the local authority to support those affected by this fire. We will continue to have a visible presence in the area and will be liaising with local residents and businesses, sharing fire safety advice with them.”
Finches describes the business saying "Finches Emporium has been our family’s pride and joy since we first opened our doors back in 1947. Since then we’ve proudly been serving the Forest Hill community and beyond, sharing our family’s passion for cycling, skiing, snowboarding, skateboarding and the great outdoors.
"As an independent store, we take great pride in hand picking the best gear for our customers, focusing on quality and what really works, rather than just what’s popular. We really love what we do, and we take the time to get to know our customers, many of whom have been coming to us for years. Whether you’re a seasoned pro or just starting out, we’re always here to help you find exactly what you need.
"Skiing and snowboarding is a big part of who we are, and we know how important the right boots are for both comfort and performance. That’s why we offer a comfort guarantee on all boots fitted in store, this is our promise that we’ll work with you until your boots feel just right. It’s our way of showing how seriously we take your experience on the slopes.
"Being part of the community means everything to us. We’ve grown up here, built relationships here, and are proud to be a part of so many people’s adventures. So if you haven’t visited yet, come in and see for yourself what makes Finches special."
