A 2-11 alarm was called for more personnel and equipment, then a 3-11 alarm was called around 8:40 a.m. after part of the roof collapsed, the department said.



Video from news helicopters showed orange flames and thick smoke rising from the building as the 3-11 was called.



By 10 a.m., firefighters were attacking the blaze from aerial ladders, trying to keep the flames from a basement filled with mattresses, Fire Department spokesman Larry Langford said.



"We want to get the roof open so we can attack the fire from above so it doesn't drop down into the basement," Langford said.



On Milwaukee Avenue, two firetrucks, their ladders extended, hosed the roof of the store. On the street, a crew sprayed a jet of water into the storefront's shattered windows. Inside the charred building, accordion-like security cages were still locked.



"It's a stubborn fire," Sampey said at the scene. "It's a furniture store. There are many avenues for the fire to travel through this building without any fire stops."



The fire was finally brought under control around 10:45 a.m. About 150 firefighters responded to the blaze.