A family that experienced a devastating loss in a fire is committed to “rebuilding” their nearly 80-year-old business located in southeast London.

Finches Emporium, situated on Perry Vale in Forest Hill and transformed into a ski and sports shop, has been in operation since 1947.

The family was residing above the store when the blaze erupted on October 16, giving Bradley Finch only moments to escape with his daughter and dog.

In a show of support, local business owners and the community have come together to raise funds for the Finch family.

Mr. Finch recounted that he was “eating dinner and watching cartoons” with his 10-year-old daughter when he was alerted to the fire, which quickly engulfed the building in “less than 15 minutes.”

He attempted to fight the flames, which had reportedly started unintentionally in a storage area at the back of the shop, as per the London Fire Brigade.

The family had to make their way across the flat roof at the front of the shop, with Mr. Finch safely lowering his daughter and dog into the arms of bystanders below.

Meanwhile, his parents, Angela and Frank, returned home from a nearby pub, helplessly watching as around 100 firefighters worked to contain the blaze and prevent its spread.

When the fire was finally brought under control just before midnight, only a charred remnant of the business remained.

Finches was established by Frank’s father in 1947, shortly after his return from military service in World War II. He started by selling glass from a barrow and eventually earned enough to purchase the basement of the building.

Initially a furniture and removals business, it transformed when Frank, born in the flat above, took over and incorporated his passion for the outdoors.

The store flourished as a sports shop for two decades before shifting its focus to ski and snowboard gear to meet the demands of a competitive market.

Bradley reminisced, “I used to play hide and seek in the store. That’s where my friends and I played tag. During sleepovers, everyone would enjoy themselves in the shop.”

“It was the best playground in the world. It meant everything to me.”

Angela shared that she has received messages of encouragement from around the globe, noting that the local community “has shed more tears than I have.”

Local businesses have also rallied to support the family—Italian restaurant Piazza della Cucina has set up a collection box for donations, and Olives and More, a deli nearby, is selling raffle tickets for a chance to win a hamper. An online fundraiser has garnered over £15,000.

Angela expressed her resolve to pass Finches Emporium down to the next generation.

She stated, “We must rebuild. We had just gotten it exactly how we envisioned. We will rebuild.”

“It may be smaller, and it might take us years, but we want the Finch name to continue in Perry Vale forever.”