A fire at a central Auckland supermarket under renovation is finally under control after more than five hours but firefighters say it is still not out.

The first fire alarm sounded at New World Victoria Park at 11.18am, as terrified shoppers abandoned their trolleys and fled to safety.

The fire forced nearby residents, businesses and a school to shelter inside as thick, black smoke streamed across neighbouring suburbs. The fire’s cause is unknown.

Firefighters have contained a large blaze at New World College Hill. 17 June 2025. New Zealand Herald photograph by Hayden Woodward

More than 80 firefighters from 20 fire appliances were called to help, with more on the way - including an aerial unit from Hamilton to assist three aerial units already in use.

“On arrival there was a large fire, well-developed in the mezzanine floor and upper level of the roof, which has made it very difficult for firefighting”, Fire and Emergency NZ incident controller Vaughan Mackereth said just after 2pm.

Everyone inside at the time of the fire was safe and accounted for, Mackereth said.

In an update shortly before 5pm, Fire and Emergency said the fire is contained but not extinguished.

A spokesperson said firefighters were now scaling back the response but operations would continue overnight.

“Crews are now able to access inside the building to continue to extinguish the fire,” said the spokesperson.

Firefighters have contained a large blaze at New World College Hill. 17 June 2025. New Zealand Herald photograph by Hayden Woodward

Fire and Emergency NZ this afternoon issued a cellphone alert warning of the fire and saying smoke is travelling southwest across the city.

“Close all windows and doors and await further instructions.”

Nearby Freemans Bay School pupils were already being kept inside after alerting teachers during morning playtime to the fire, which could be seen as far away as Albany.

“We saw a plume of smoke ... we took [the children] inside and closed the windows,” deputy principal Helen Armstrong said.

“The kids were a little excitable. We told them everybody was safe, the [emergency services] were there, and there was nothing to worry about.”

Roads at the bottom of College Hill are closed, and staff and shoppers remain unable to retrieve vehicles from the supermarket’s underground carpark.

Those inside the supermarket described dramatic scenes when the fire began.

“The smoke filled the entire store,” one checkout operator said of the moment the emergency began.

A fire at New World, Victoria Park.

Three young workers said they didn’t even hear the alarm, the fire happened so quickly.

They saw “huge bright flames”, they told the Herald.

Evacuated workers retreated to the nearby Birdcage Tavern for food.

Smoke seen across Auckland CBD. Photo / Supplied

A shopper said it was “terrifying”.

“I had to leave all my shopping and I’m really concerned about the basement and all the cars.”

Another shopper said on Reddit: “Was just doing a regular shop at New World today when the fire alarm went off. Like most people, I figured it was just a drill or maybe a false alarm.

“But within seconds, it was clear it wasn’t. Huge credit to the New World staff, they moved quickly and calmly, creating a real sense of urgency without any panic.

“They got everyone out fast and safely, which can’t be easy in a supermarket. Really hope everything’s okay and there’s no serious damage.

“Just one of those moments that reminds you how important good training and a cool head are.”

Firefighters attacking the side of the New World building near the roof. Photo / Dean Purcell

Early this afternoon, the supermarket’s exterior could be seen bubbling, blistering and peeling as firefighters tackled the blaze.

New World workers cover their faces against the smoke as they leave the Victoria St supermarket. Photo / Jason Dorday

The public should stay away from the immediate area, acting police Inspector Ian Scoulding said.

“We would also ask residents in the nearby area to close their windows.”

Mayor Wayne Brown also advised people to avoid the area.

The smoke can be seen billowing across the city. Photo / Supplied

Savory Construction has been working on renovations at the site.

Its managing director Daniel Clark said all their workers were safe.

“Everyone’s out, everyone’s accounted for.“

Firefighters tackling the fire from the air. Photo / Dean Purcell

Clark didn’t want to comment further.

The company which owns New World Victoria Park is called First in Food Ltd. The sole director and shareholder is Stephen Purton.

New World staff outside the supermarket. Photo / Dean Purcell

Shoppers had to evacuate the store. Photo / Dean Purcell

Fire crews are expected to be at the scene of the fire this afternoon and overnight, Mackereth said. He believed evacuations overnight were unlikely.

The complexity of the fire was its location in the mezzanine and roof area.

“It’s just getting access to it [that is difficult].”

It was “hard to say at this stage” how long it would take for the fire to be brought under control, Mackereth said.

A worker rests after evacuating. Photo / Jason Dorday.

There were already 20 trucks at the site under the fourth alarm, he said.

“I’ve just increased it to a fifth alarm, that’s just about staff rotation.”

Police at the scene of the New World, Victoria Park fire. Photo / Dean Purcell

Firefighters at the scene of the New World, Victoria Park fire. Photo / Dean Purcell

Firefighters battling the fire. Photo / Dean Purcell

A Hato Hone St John Ambulance spokesman said they’d sent two rapid response vehicles to the scene to be “on standby”. No ambulances had been sent, he said.