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Fire investigators have today ruled out arson after a huge blaze devastated shops in Tenterden High Street.
The cause of the fire that ravaged the roof of Webbs of Tenderden - and also badly damaged neighbouring Waterstones and Cafe Rouge - is still being probed, but it is not being treated as suspicious.
It comes after the owners of the family-run shop spoke of their devastation - and one of the directors said the scene inside the fire-damaged store was "like something out of the Titanic".
Nigel Webb spoke of his devastation just hours after a fierce blaze ripped through the gift shop - in a 16th Century building - owned by his family's 100-year-old firm on Tuesday night.
"The fire service did a marvellous job," he said. "They are still assessing the damage to the building and then structural engineers will have to look at it before we can decide what to do.
"The members of staff and the whole family are all completely in shock..." - Graham Webb
"It looks like the Titanic in there at the moment - we have just closed the door and left it."
His brother Graham Webb said: "The members of staff and the whole family are all completely in shock
"All the plans were set for doing the Christmas windows, which obviously won't happen now.
"The loss adjusters are coming around this afternoon who have a forensic team who will try to work out what happened."
About 60 firefighters tackled the huge fire, which is believed to have broken out on the ground floor of Webbs at about 6.40pm - before spreading to Waterstones and Cafe Rouge through the roof.
Insurance assessors have been in the shop - which has three stores in the town - to assess the damage.
Heartbroken staff were seen weeping outside the store as the fire took hold.
No one was injured in the blaze, which fire crews managed to hold in the roof before dousing the three-storey building with foam.
The three shops affected were today boarded-up, with debris and fire-damaged furniture in the High Street.
Firefighters have left the scene and the High Street has reopened, but temporary traffic lights are in place between Oaks Road and Smallhythe Road.
It took Kent Fire and Rescue Service crews several hours to bring the blaze under control.
The brigade said once a cherry picker had broken through the roof, crews attacked the fire from neighbouring buildings.
Crews managed to suppress the fire in all areas by 9.45pm, but continued to work extinguishing hotspots.
Two floors of the shop were too unstable for crews to enter and were dealt with by external main jets, with crews reduced into the evening.
One team remained at the scene this morning, damping down and checking for hotspots with a thermal imaging camera.
Speaking last night, witness Sue Ferguson, a councillor on Tenterden Town Council, said: "It is absolute devastation here.
"The firemen are doing a terrific job and are spaying water into the roof space of Webbs.
"Loads of people have come out to have a look. It is so sad because it looks as if we have lost three main businesses, Webbs, Waterstones and Cafe Rouge.
"They must have lost all their stock and it is so close to Christmas."
Malcolm Dickson, who was on the scene shortly after the fire started, said: "It was so sad to see the buildings in flames.
"I had staff from the shops standing next to me in tears. It affects the whole community when something like this happens.
"There is also considerable damage at the back. At one stage it looked as if all the roofs would collapse but it is now under control."
The blaze broke out just as Kent firefighters were gearing up for one of their busiest evenings of the year - bonfire night.
Among those to alert the emergency services was Robin Hughes, who said he at first thought the blaze was a bonfire.
He said: "I walked down the side alley and and the smoke was intensifying and round the back I could see flames so rang the fire brigade.
"As the flames intensified, sparks were blowing towards the houses at the back and I realised the extent of the danger to other buildings.
"I phoned 999 again and explained that they needed back up given the risks. Within about 10 minutes the first fire appliance arrived and then more arrived."
It is thought the fire started in Webbs of Tenterden, an independent family businesses, before spreading to nearby Waterstones and Cafe Rouge.
Firefighters were seen spraying foam onto Webbs in a bid to control the blaze that engulfed the buildings.
Crowds gathered to watch the firefighting as others living and working nearby were evacuated amid fears the blaze could spread further.
Kent Fire and Rescue Service said 10 fire engines, a command support unit, height vehicle and bulk water carrier were sent to the scene.
A spokesman said crews were also using a main jet, compressed air foam jet and hydrant to deal with the fire.
Crews also set up a mobile pool in the High Street, which has been closed to traffic, to bolster supplies.
Stuart Skilton, area manager at Kent Fire and Rescue Service, said the fire was "very well developed and going into the roof space" when crews arrived.
He said: "We were very concerned about the properties either side and were trying to make sure the fire didn't spread to the left and right.
"By committing those resources early we were able to put the fire out and get it under control very quickly.
"Initially, we were concerned that there may have been people in the building and crews spent several hours fighting the blaze and searching the buildings but fortunately no one was trapped or hurt.
"The very old nature of the building, combined with the intricate design and layout of pitched roofs, voids and additional buildings at the rear, made it a demanding job but we're very pleased at the outcome."
Ashford Borough Council leader Cllr Gerry Clarkson offered his support to those affected by the fire.
He said: "I would like to express our sympathy to the residents and business community of Tenterden in the wake of this serious fire.
"Council officers were on hand monitoring the situation and to support the emergency services, who were tackling the blaze, had the need arisen.
"We hope that the necessary rebuilding and reinstatement work can begin as soon as possible."
