Fire crews are tackling a blaze on the High Street in Tunstall.
They were called to the incident, in the roof of a commercial premises with living accommodation above, at around 2:20pm this afternoon (30 October).
Crews from Newcastle, Hanley and Longton, including the aerial ladder platform from Longton, are currently at the scene.
Six firefighters are using breathing apparatus and two hose reel jets to tackle the flames, and are said to be making good progress.
It is believed all people have been accounted for, and there are no reports of any injuries.
People are being advised to avoid the area, while residents are being asked to keep windows and doors shut as a precaution.
High Street is currently closed to traffic from Woodland Street to Farndale Street.