VIDEO: A three-alarm fire broke out in a furniture store shortly after 9 p.m. Friday evening. Telephone reports began to come in saying that the furniture store inside the strip mall near 14th and Center was on fire. Upon arrival, The Milwaukee Fire Department saw heavy smoke an attempted to make an interior attack. They worked on that for a short while before realizing that it was not a great move to stay inside. "I'll draw your attention to Charleston, South Carolina," Deputy Chief Lipski said, "That's where nine firefighters died on the scene in a not too dissimilar situation. Lot's of opportunity in a furniture store in a strip mall like this for the fire to travel."