Rotorua Warehouse Stationery still burning (+ photos, video)

Firefighters are battling a massive blaze at Rotorua's Warehouse Stationery building at the moment. Photo / Twitter / Adrian Hodge

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Firefighters are still battling a massive blaze engulfing Rotorua's Warehouse Stationery building this morning, which threatened 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, including one from Hamilton, northern fire communications shift manager Scott Osmond said.

He said the building was "well involved in the fire" when crews arrived.

Mr Osmond said the fire was now completely surrounded and was under control.

Crews were being assisted by two helicopters helping to dampen hotspots.

The warehouse, stocking various forms of books, stationery and office furniture, is surrounded by similar "big box" stores, said Mr Osmond.

Firefighters this morning were trying to stop the flames setting alight the neighbouring buildings, and were based on the Amohau St side of the industrial area.

Mr Osmond said the fire reached 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.

It was not yet known 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, Fenton, Victoria, and Ranolf streets.

There had been no reports of injuries.