KEY POINTS:
Fire has gutted a furniture retail shop on Auckland's North Shore this morning.
The fire started shortly after 5am this morning and was noticed by a member of the public, said Takapuna senior station officer Shaun Pilgrim.
Fire crews were called to The Importer in Barry's Point Rd at 5.20am.
A call for reinforcements was made immediately and several more fire appliances raced to the area.
By the time firefighters arrived the building was burning fiercely and there was little they could do to save the furniture inside.
The road was initially closed for about two hours but is now open.
North Shore fire chief Dennis O'Donaghue, said a sprinkler system would have dramatically reduced the damage.
"Taken on the life of the building they are the best insurance you can buy, absolutely so far out in front it is absolutely silly people don't do it," he said.
The fire is not being treated as suspicious but the cause is unknown and fire fighters will be at the site all day.
Barry's Point Rd is a busy feeder road and industrial and commercial area west of the main Takapuna business district.
- NZPA, NEWSTALK ZB, NZ HERALD STAFF
