The fire broke out at out in Keith Jay Carpets and Furniture Shop at 66-68, London Road, Bognor around 7pm.
A spokesman for West Sussex Fire and Rescue Service said: “There are still seven appliances on the scene as well as specialist appliances.
“Six breathing apparatus are in use.
“Crews will definitely be working through the night.
“All persons have been accounted for and London Road will remain closed.”
Firefighters have been working to stop the fire spreading to nearby buildings, including Crown Bingo next door to the furniture shop.
Fire engines were sent to the scene from Bognor, Chichester, Littlehampton, Worthing, Arundel, Havant, Midhurst and East Preston.
West Sussex Fire and Rescue Service said crews are using breathing apparatus, hose reels and an aerial ladder platform at the retail store.
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