BUSINESSES in Holdenhurst Road have given first-hand accounts about the large flat fire that broke out in the area this afternoon.

The fire, which broke out in a building near Cotlands Road at 4.01pm, has resulted in the entire road being closed to cars and pedestrians, with businesses keeping their doors firmly closed.

Sprinkles Gelato Supervisor, Radin said: "It is one of the buildings near us and the road is closed, no one is allowed to pass. This has obviously affected the business as we have been told to 'hold on tight' for the next two hours. It's possible you can't pass by the road for a day."

Aroma has also had to put its trading on hold due to the fire.

A supervisor said: "The road is blocked to the train station roundabout. We have had no trade for the last hour and a quarter. The building is full of smoke and it is very, very bad."

A Wok 2 Go Noodle Bar employee added: "We really don't know exactly what has happened, but the street will be closed for a while. We are closed but our delivery is still available." 

According to Dorset & Wiltshire Fire and Rescue, everyone in the area is safe but there are road closures in place.

They have urged people to avoid going in and out of Bournemouth by the Asda roundabout.