Two volunteer firefighters are dead following a massive blaze at a store in downtown Listowel, Ont.

The blaze broke out around 3:30 p.m. on Thursday afternoon at the Dollar Stop on Wallace Avenue.

Witnesses say the fire appeared to have started on the roof, where work may have been taking place.

Three firefighters from the North Perth Fire Department were seen entering the building before the roof collapsed. Only one made it out.

The victims have been identified as 30-year-old Raymond Walter from Listowel and 56-year-old Kenneth Rea from nearby Atwood. Rea was the deputy district chief for the Atwood station.

The store was open for business at the time and people ran into the store to alert shoppers of the fire.

OPP had closed Main Street, Tremaine Avenue and Wallace Avenue. They are also asking people to stay clear of the area.