A row of shops has gone up in flames in Hawthorn East this morning.

The blaze is believed to have started in a fruit shop on Tooronga Road, spreading to the cafe and catering shops either side.

There are also concerns for apartments at the rear.

#BREAKING: MFB have confirmed they are responding to a 2 storey shop fire on Tooronga Rd Hawthorn East. The fire’s well advanced and not yet under control. Rescue crews are cutting access through a rear roller door. The complex consists of a café, fruit shop and two other shops.

— 3AW Breakfast (@RossAndJohn) November 13, 2018

Shocked locals have told 3AW the fire is devastating.

“The fruit shop’s been there for 35 or 40 years. Lovely family,” said Joe, who lives across the road.

“They’re bawling their eyes out. It’s a bit rough.”

It took more than 25 firefighters about 45 minutes to bring the fire under control.

There are no reports of injury.

The cause of the fire is not yet known.

Police officers are at the scene.