The Waldbaum's store at 2892 Ocean Avenue was undergoing extensive renovations, but was open for customers when the fire broke out.

Engine 254 entered through the front door and began to drag hoses up the stairs to the mezzanine.

Engine Company 276 arrived and saw flames in the walls of the second-story extension still under construction.

Ladder Company 169 arrived with specialized equipment to help open the rain roof.

They began to make cuts nearer the edges of the building and found these vents freed a great deal of smoke.

Teams inside were pulling at the drop ceiling to gain access as the rooftop firefighters began to pump water to douse the flames they could see.

[3] At 9:16, Chief Clark heard a loud noise and saw considerable fire inside the building for the first time.

Battalion Chief Peter Eisemann grabbed a line and fought the flames as his men fled to safety.

Firefighters inside the store were now searching for survivors from the roof, but conditions became so dangerous that Chief O'Malley ordered them to evacuate.

[3] Experts reported the fire had been set in the gaps between the ceiling using newspapers and a liquid accelerant.