Thirty five fire engines and around 150 firefighters attended the fire on 26 April 2007, when around 450 people form the store and surrounding premises were evacuated. The first call to the fire service did not come until an office worker in an adjacent building took action, and the delay meant that the fire had already broken through the second floor windows when firefighters arrived. Despite the building's fire alarm sounding, the alarm was reset on at least one occasion, said London Fire Brigade.

Crews remained on the scene for the next three days and a section of Oxford Street was closed to traffic and the public for two days. The cause of the fire was never established and the store was subsequently demolished.

One charge to which New Look pleaded guilty was for an inadequate fire risk assessment which was found to have a number of flaws, including no record of the appropriate procedures to be taken during a fire alarm. Another breach was insufficient staff training, which led to a delayed evacuation of the premises. This lack of training, said LFB, also led to staff evacuating around 150 people through the main entrance which was directly underneath the fire on the second floor.

Other alleged breaches taken into account included the absence of an interface between the swipe card system and the fire alarm panel which would have deactivated the doors. In addition, green emergency door release units were fitted on the wrong side of the basement doors.

Chairman of the London Fire and Emergency Planning Authority, Councillor Brian Coleman, said: "Good business management includes taking responsibility for fire safety, knowing the law and acting on it. This conviction shows that large companies are not exempt from prosecution and that London Fire Brigade will take action when businesses do not take their fire safety responsibilities seriously. Failure to comply with the law can, as this case has shown, result in a substantial fine."

Sentencing of New Look took place at Southwark Crown Court on 25 November 2009.