More than 60 firefighters from Oxfordshire, Warwickshire and Northamptonshire battled a fire at the 99p Store in Bridge Street, Banbury, on Friday.
Oxfordshire County Council Fire and Rescue Service was called shortly after 2pm to reports of a fire involving the first floor store room.
Twelve rescue appliances from the three counties were in attendance at the incident as well as four specialist support vehicles.
When initial crews from Banbury arrived on the scene, the store had been evacuated by staff and adjacent shops were advised to evacuate by the incident commander.
The incident involved a large amount of flammable goods in the store room and crews were wearing breathing apparatus using hose to prevent the fire spreading to the rest of the property and neighbouring businesses.
Crews also attended from Banbury, Hook Norton, Chipping Norton, Bicester, Woodstock, Eynsham, Wheatley and Witney supported by appliances from Northamptonshire and Warwickshire. Further crews from other stations throughout the county were in attendance through the night.
Incident commander group manager Gary Coupar said: “The quick arrival of the crews undoubtedly assisted in restricting the spread of fire to adjacent properties. The incident was well supported by Warwickshire and Northamptonshire Fire and Rescue Services, especially in the emergency phase, including the use of specialist fire extinguishing equipment.
“Crews from all three counties worked extremely well in hot and humid conditions to battle the blaze and prevent it from spreading.”
The cause of the fire is being investigated by Oxfordshire Fire and Rescue Service fire investigators in conjunction with Thames Valley Police.