COWLEY Road is likely to be closed for most of today after a fire has devastated the Cycle King shop.
The fire broke out just after 7.30am and about more than 50 firefighters have been tackling the blaze.
The roof has collapsed and the store appears badly damaged.
Police and firefighters are now working to ensure the building is safe.
Firefighters have been called in from Rewley Road and The Slade fire stations in Oxford, and from Kidlington, Wheatley, Wantage, Abingdon, Witney and Eynsham.
Cowley Road is currently closed at the junction of Marston Street and Rectory Road and also at Princes Street across to Sainsbury’s local. The Oxford Mail understands that road closure is likely to stay in place for most of today.
No one has been injured and police do not think the cause is arson, said Inspector Claire Storry.
One member of the public has estimated there are 50 firefighters there and the roof has collapsed.
Insp Storry added: "We are in the early stages of our investigation to establish the cause of the fire.
"We are working closely with the fire service to ensure the fire is out and the building is safe and that any road closures cause minimal disruption to the local community."
Other stores, including Truck, Big Society and G&D's Cowley, have been forced to close.
If you have any photos of the fire, please email our newsdesk.
Cowley Road is closed between markers A & B