Investigation Continues as London Ski Shop Destroyed by Fire
17th October 2025
Last modified on October 21st, 2025
A family-run ski shop in London, Finches, has been severely damaged after a fire broke out. It was the largest family run independent ski & snowboard store in London. UPDATED
100 firefighters tackled the blaze at Forest Hill in south-east London as flames spread from the workshop at the back of Finches Emporium to the shop floor and two flats which were part of the building.
The blaze happened last Thursday evening.
Two people and a dog escaped from a first-floor flat by climbing on to a flat roof and were helped to the ground by members of the public.
One man was injured, but did not need hospital treatment.
The cause of the fire is being treated as accidental.
Image © London Fire Brigade
15 people were evacuated from nearby buildings.
Image © London Fire Brigade
Finches Emporium is a family-run shop that first open in 1947.
“We’re also sending our heartfelt support to Finches and their team following the devastating fire last week,” said the organisation, Snowsports Industries of Great Britain.
“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.”
The fire brigade spent five hours bringing the fire under control.
A storage area to the rear of the shop was also severely damaged by fire.
“Firefighters were met with a fully-developed fire and they worked extremely hard for several hours to prevent the fire spreading to neighbouring properties,” said Deputy assistant commissioner, Jamie Jenkins .
“This was a protracted incident with crews working through the night to fully extinguish the fire.”
LFB used a 32-metre turntable ladder as water towers to help put out the fire from above, the brigade said.
It is believed to have originated as a result of hot works taking place in the workshop at the back of the shop.
Image © London Fire Brigade
Firefighters tackled the flames for several hours before bringing them under control
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.
According to Finches Emporium’s website, the shop has been the “family’s pride and joy” since it first opened 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,” Finches said.
Angela, Frank, Brad, and the entire Finches team is asking for your stories, your memories, and your pictures of Finches in action as they begin to rebuild.
For anyone wishing to help, a GoFundMe page has been set up by friends of the shop.
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