Harvey Norman store ablaze

Penrith employees evacuated.

Updated: A Harvey Norman store is on fire in the Penrith suburb of Jamisontown, Penrith police have confirmed.

Chief Inspector Cox told CRN a "fairly extensive" fire started just before 4:00pm this afternoon.

Employees have been evacuated and no-one has been injured.

Harvey Norman head of computers Ben Macintosh told CRN employee safety was the retailer's top priority.

"All else can be replaced, people can't," he said. "So we're very glad to hear nobody is hurt."

The extent of damage to the stock or building has not yet been confirmed.

Fire & Rescue NSW’s Ian Krimmer told CRN he expected it would take several more hours to completely extinguish the fire.120 firefighters and 30 firetrucks have been deployed to the store.

“The fire has engulfed the complete rear section of the building; the electronics, computer and whitegoods loading dock area,” he said. “The roof has collapsed in.”

“The remaining three-quarters of the building is being protected by a firewall as well as the firefighters we have inside. If that wall goes we’ll lose the whole store, but we’re fairly confident that won’t happen.”

The cause of the fire is as yet unknown, but the retailer believes it may have originated from a truck in the loading dock.

Chief Inspector Cox urged residents and motorists to stay away from the affected area on Mulgoa Rd & Wolseley St.

More to come.