Fire crews from around the Coromandel are converging on Whitianga to fight a blaze at a large Placemakers hardware store.
Fire communications shift manager Scott Osmond said about 12 appliances were on their way after the first alarm went off at 8.38pm.
"It's a big one now. Apparently there's flames coming out the top. (It will) be an all-night job."
He said there would be a fair stock of paint in the 70m by 30m building and likely a few chemicals, but "nothing too significant".
However, firefighters would still require breathing apparatus and needed to exercise caution.
Mr Scott said there had been no reports of anyone inside the building on Joan Gaskell Drive.
