Firefighters are responding to reports of a shop on fire in Mount Maunganui.

The shop is located in the Central Parade shopping centre on Maunganui Rd.

A passerby told the Bay of Plenty Times the shop was a shoe store.

A reporter at the scene said firefighters were searching the store for the origin of the fire, which was believed to be in the roof space.

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Smoke could be seen coming from the building.

It appeared to be affecting Shane Barr Shoe Repairs and the neighbouring bike shop.