Fire Breaks Out In a Holmdel Fragrance Warehouse

A small but potentially dangerous fire was quickly extinguished at CEI Fragrances at 2182 Route 35 South in Holmdel Tuesday morning. Police and several local fire companies responded to the two alarm fire. 

The fire was caused by motor malfunction in a forklift used in the perfume warehouse. "The propane forklift had a motor fire, and when they tried to extinguish it while calling 911, it got out of control," said Chief of Holmdel Fire and Rescue Co. Number Two, John Boyle, Sr. 

"The forklift was between boxes of perfume that had alcohol in it. The fire set the boxes on fire, setting the sprinklers off. The tank from the back of the forklift started to leak propane from the heat of the fire, and it was releasing fuel and feeding the fire," said Boyle. 

The fire spread, and smoky conditions forced about 500 employees to be evacuated, said Holmdel Police. Fire personnel had to cut a hole in the roof to reach release the heat and smoke. It was under control in a half hour.

"It was a small fire, but the potential was extremely large because of the amount of fuel in there -- with cardboard pallets and alcohol in there," said Boyle. "The flames of the fire made it to the ceiling, and the ceiling was 25 feet high."

Employee Juan Leal-Navarro of New Brunswick said he saw the fire break out. "Somebody, they were using the fork lift and it got a little fire," he said. "Inside there's a lot of alcohol, this is a problem." 

Cosmetic Essence Innovations bottles and packages perfumes for several brands such as Victoria Secret, Bath and Body, and Elizabeth Arden. Alcohol, a common ingredient, and cardboard boxes, are present on the premises. There is a retail center on the side.

The fire was reported around 9:30 a.m., according to police. Holmdel Fire Company Number Two, located nearby, rushed to the scene with two trucks and had water on the fire "within five minutes," said Boyle. First Aid squads from Holmdel, Hazlet and Union Beach sent ambulances. There were not reported injuries, according to police.

Members of the Monmouth County Prosecutor's Office and Monmouth County Fire Marshall were on the scene to determine the cause. 

The response to the fire showed how well area volunteer squads are working together, said Boyle. Joint command was shared by Holmdel's Assistant Chief on location Joe Walling and Hazlet Fire Company Number One's Tim Murray.

Also responding to the fire were volunteers from North Centerville and Hazlet Fire Company Number One, Middletown, and Union Beach, said Boyle. Because of the large number of fire and rescue personnel on the scene, three Rapid Intervention Teams from NWS Earle, Union Beach and Keyport responded to the scene to support the firemen. 

Marlboro covered for Holmdel Fire Company, and Keansburg covered for North Centerville. 

Boyle said that the Holmdel Fire Dept. has been working with CEI on an evacuation plan since a call earlier this year reporting a high level of carbon monoxide in the building. In that instance, he said, 800 people were evacuated. 

"We’ve been actually working on pre-planning with them," said Boyle. "I think all of that made the situation work better."