UPDATED 4.37PM: Firefighters are battling a massive fire in central Hamilton less than a day after the same property was subject to a suspected arson. 

AH Franks Tyres on Anglesea St has been on fire since just before 10am this morning. 

Jim Nolen has owned the shop for 31 years and been through three fires - two of them this weekend.

"Yesterday's one was deliberately lit. We don't know about today's. The previous one four years ago was deliberately lit as well. I didn't think I had too many enemies either."

Jim Nolen said a fire officer has told him it could be difficult to determine whether today's blaze is suspicious, because it was such an intense fire.

Thick plumes of black smoke and flames can be seen coming from the building.

Flames have engulfed a garage roller door.

Heat from the fire can be felt from across the road and the street has been closed, with cordons established. 

Fire Service Waikato Assistant Commander Mark Tinworth says there are a large number of tyres inside, which are very flammable and are fuelling the fire.

He says as far as he's aware, everybody's out.

The sixteen fire crews at the scene haven't been able to gain access yet because of the size of the fire as well as the danger of the building collapsing.

The premises were the subject of a suspected arson yesterday evening when a pile of tyres were set on fire down the side of the building.

It's the third fire in four years.

Site of massive blaze in Hamilton was the subject of a suspected arson yesterday evening https://t.co/g6KW74pfSQ pic.twitter.com/mm8wW4V3nf

— Newstalk ZB (@NewstalkZB) October 23, 2016

Another business is attached to the tyre shop, Collins Auto Electrical.

The owner of Collins Auto Electrical and Air Conditioning, Jason Land, said he was at the store straight away when he was alerted to try and get some of his customers' cars out.

Mr Land said he hopes it was only superficial damage or smoke damage but he won't be able to be sure until firefighters let him into the store.

He said he got most of the vehicles out of the back workshop but couldn't access the front because the heat was too great and the firefighters didn't want people in there.

The business is completely insured.

Hamilton woman Claire Cameron said despite the fact the building on fire was on the other side of town from her, she could still see the smoke billowing. 

"We can just see huge black pillows of smoke, looking out across from our house, across Victoria Street the main part of Hamilton."

"When we first saw the smoke, fire engines were going past our straight, we could see them up on the main road." ​

She believed the fire was in an industrial area. 

@waikatotimes @NewstalkZB looking north at fire from south Hamilton. Waikato hospital in the background on the right. Approx 10km from fire pic.twitter.com/5MkSlaDS2p

— steve mcmillan (@stevemcmillan5) October 23, 2016

Owner AH Frank Tyres Jim Nolen is at the scene and said he is "devastated" by the blaze.

"I'm shattered, almost numb," Nolen said.

He said he's not aware of any enemies, despite yesterday's arson.

When he first got a call about the fire this morning he was disbelieving, thinking people were referring to yesterday's suspected arson.

Then he had to be told that the premises were on fire again - but this time it was worse.