Twenty-five fire engines and around 150 firefighters are responding to a fire on Bridge Road, Southall.
The fire is located in a two storey structure consisting of a warehouse and retail space. Around three-quarters of the structure is currently alight. Three of the Brigade turntable ladders have been deployed to scene, allowing crews to fight the fire from height.
Residents in the local area are advised to keep doors and windows closed due to the large amount of smoke being produced by the incident. Traffic in the area will also be impacted as crews respond.
The Brigade's Control Officers have taken over 50 calls reporting the fire, with the first received at 0855. Crews from Southall, Heston, Ealing and surrounding fire stations have been sent to the scene.
The cause of the fire is not yet known.