RAGING FIRE: The Billabong warehouse goes up in flames. No one was injured in the blaze. Picture: ERNEST BENDEMAN
Millions of rands worth of imported surf and skateboarding lifestyle goods were destroyed in a blaze that ripped through a massive Billabong warehouse and national distribution centre in Jeffreys Bay early yesterday.
Preliminary investigations have led police to suspect foul play.
The devastating fire, which could be seen from as far away as St Francis Bay, stunned the famous surfing town, which has long been synonymous with the Billabong name.
Billabong, along with other lifestyle brands, plays a critical role in Jeffreys Bay’s economy.
The Billabong facility is in the heart of Jeffreys Bay’s surf, skateboard and related lifestyles factories and retail area in Da Gamma Road.
The area attracts tens of thousands of people from around South Africa and internationally every year.
The company’s distribution operation – which serves more than 27 stores and scores of other retail points around the country – is housed in the warehouse.
The destroyed goods were imported products awaiting distribution.
Backed by stand-by support from emergency services in Port Elizabeth, firefighters from Jeffreys Bay, Humansdorp and St Francis Bay responded to the callout at about midnight and finally contained the blaze at about 5.30am. Firemen were still dousing small flare-ups late yesterday morning.
Along with the goods – ranging from watches, cameras and sunglasses to clothing and wetsuits – that were destroyed, the 6 000m² building was gutted.
A cordon was placed around the two-storey structure for fear that it could collapse.
Many of the large, thick steel roof supports inside the building appear to have partially melted and are bent totally out of shape.
Four stores that border the warehouse were lucky to escape fire or smoke damage.
The unaffected stores continued trading yesterday, despite being restricted by the parking cordon.
None of Billabong’s 46 staff members employed in the warehouse was injured.
Shocked Billabong general manager Ernest Bendeman said he had seen the blaze from St Francis Bay, more than 30km away, where he lives.
“We don’t know what the cause of the fire is yet,” Bendeman said.
“Despite the fire, it is business as usual for us. The stores are stocked at present and we have more products in the delivery pipeline.
“We are trying to get over this quickly and to move on with as little disruption as possible.
“We have other space we can use for our operations in the meantime.”
He was unable to give an exact value on the damage incurred, but said it was certainly in the millions of rands.
“We have enough stock and we can secure stock from other stores if need be. So, fortunately, we will be fine for this winter season.”
Bendeman said he was just grateful that there had been no wind when the fire was still raging.
“Things could have been much, much worse,” he said. The structure would be assessed to determine if it would have to be demolished.
Karen Werner, the owner of Silver For You opposite Billabong, described the fire as huge.
“I feel sorry for Billabong – it is not a nice thing to happen.
“I am pleased, though, and surprised, that the fire did not spread.”
A firefighter, who did not want to be named, said the fire had spread through the building within minutes.
Police spokesman Sergeant Majola Nkohli said the fire had been reported to the police by a resident.
“At this stage, the cause of the fire is unknown,” Nkohli said.
“However … preliminary investigations are under way and foul play is suspected.” – Additional reporting by Gareth Wilson.
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