Key Points
- A major fire broke out at Finches Emporium, a family-run ski shop in Forest Hill, South London.
- About 100 firefighters and 15 fire engines from London Fire Brigade attended the scene.
- The fire started around 6:30 PM BST on Thursday, October 16, 2025, believed to be accidental, originating in a workshop at the rear.
- Flames spread to the main retail area and two residential flats above the shop.
- Two people and a dog escaped from a first-floor flat before firefighters arrived, aided by bystanders.
- One man was injured but did not require hospital treatment.
- Fifteen people were evacuated from nearby buildings and taken to a rest center; most have since returned home.
- A 32-meter turntable ladder was used to fight the fire from above.
- Forest Hill Station was temporarily closed due to smoke from the fire.
- The fire was brought under control after more than five hours of firefighting efforts.
- London Fire Brigade and local authorities continue to support affected residents and businesses.
- The fire remains under investigation as accidental.
What happened in the South London ski shop fire?
As reported by the BBC, a significant fire erupted at Finches Emporium, a family-owned ski and snowboard shop located at Perry Vale in Forest Hill, South East London, around 6:30 PM BST on Thursday, October 16, 2025. The London Fire Brigade (LFB) responded with about 100 firefighters and 15 fire engines to tackle the blaze, which rapidly spread from the workshop at the rear of the premises into the main retail area and two residential flats above the shop.​
Deputy Assistant Commissioner Jamie Jenkins, who was the incident commander, stated that firefighters encountered a fully-developed fire and worked tirelessly for several hours to prevent the flames from spreading to neighbouring properties. The firefighters employed a 32-meter (104-foot) turntable ladder to fight the blaze from an elevated position, significantly aiding their efforts.​
Who escaped and were there any injuries?
According to eyewitness accounts and media reports, two individuals and a dog managed to escape safely from the first-floor flat by climbing onto an adjacent flat roof and then being helped down by bystanders before firefighters arrived. One man was injured during the incident but did not require hospital treatment. Fifteen people from surrounding buildings were evacuated and taken to a rest centre, although the majority have since returned to their homes. A small number of residents remain under the care of local authorities.​
How long did it take to control the fire?
Firefighters battled the fire for over five hours, with the blaze being brought under control at approximately 11:44 PM BST. Fire crews worked throughout the evening and into the night to fully extinguish the flames. The prolonged nature of the incident required continuous efforts to ensure the fire did not reignite or spread further.​
What was the impact on the local area?
The fire caused significant disruption in Forest Hill. Smoke from the blaze led to the temporary closure of Forest Hill Station, and local residents were advised to keep windows and doors shut to avoid inhaling smoke. Station Commander Mike Watts confirmed that the London Fire Brigade was working closely with local authorities to support those affected and to provide fire safety guidance. A substantial police cordon was established, with traffic disruptions particularly affecting the A205 South Circular Road.​
What is the ongoing investigation and community response?
The London Fire Brigade has classified the fire as accidental, with investigations focusing on the origins of the blaze in the workshop area. Trade body Snowsports Industries of Great Britain expressed solidarity with Finches Emporium, urging the snowsports community to rally in support of the family-run business as they begin the rebuilding process.​
The brigade has pledged to maintain a visible presence in the neighbourhood, maintaining communication with residents and local businesses to provide ongoing assistance and advice on fire safety post-incident.
