These dramatic clips show a "ferocious" fire raging at a Poundland in a southeast London suburb - with smoke seen billowing high into the sky."

Around 100 firefighters were called to the blaze on the High Street in Penge in the early hours of Thursday (October 9).

London Fire Brigade (LFB) said the incident is now under control and no injuries have been reported.

But it is understood the building has been destroyed and crews remain at the scene - meaning disruption is expected.

Footage shows smoke rising into the sky and emergency services blocking the road.

LFB said: "Fifteen fire engines and around 100 firefighters were called to a fire on High Street, Penge."

"Firefighters tackled a fire located in a two storey terraced shop, where a large part of the ground floor was alight. Operations were carried out to contain the fire to the shop, and prevent it spreading to adjacent properties."

"Crews are used a 32-metre turntable ladder as a water tower to help extinguish the fire from above, and the Brigade's drone team was deployed to provide the Incident Commander with a greater situational awareness of the fire. "

"Around 25 people have been evacuated to a rest centre as a precaution from neighbouring properties, and people in the local area were advised to keep their windows and doors shut due to the smoke. There are no reports of any injuries."

"There is significant traffic disruption due to the number of appliances and the High Street is closed. People are advised to avoid the area. "

"The Brigade's Control Officers took the first of ten calls reporting the fire at 0430."

"Crews from Beckenham, Forest Hill, Woodside, West Norwood and surrounding fire stations were mobilised to the scene, and firefighters were able to bring the fire under control by 0848. Crews will remain on scene through the day to fully extinguish any remaining hotspots. "

"The cause of the fire is under investigation by the Brigade's fire investigators."

Councillor Angela Page, of Bromley Council, described the fire as "ferocious" to the News Shopper."

She said: "On behalf of local residents we are enormously grateful to the firefighters who have been at the scene of this ferocious fire, with their professional dedication and bravery once again called upon."

"This is a very difficult time for all those in Penge but particularly local residents who have been evacuated because of the fire."

"We are reaching out to support evacuated residents in what is fast moving and changing situation."