Detectives investigating the fire that began in Bendigo's Frankie and Co Clothing store earlier this week believe one of the offenders may have set themselves on fire during the incident.
Police have released CCTV, images and descriptions of two people they would like to speak to in relation to the fire.
The first male is described as about 180cm tall, with a solid build. He was wearing black pants, a black hooded top and black shoes.
The second male is described as being about 170cm tall with a thin build. He was wearing black pants, a black hooded top, black shoes and carrying a white backpack.
Witnesses told police they heard glass breaking and saw two offenders pour an unknown substance in the window of the Wills Street store just before 12.30am on Tuesday morning.
The fire quickly engulfed the premises before the pair were seen running from the scene towards Mitchell Street.
Two witnesses were chatting after an outing with mates when they heard glass shatter, twice.
They didn't think too much of it, the first time.
The second time, they realised something as amiss.
The two friends saw the events as they unfolded and acted, calling emergency services.
"Once they lit the fire they pretty much legged it," one of the witnesses said.
"We called triple zero as soon as we knew what was going on."
He said police were on scene in about two minutes, and firefighters pulled up seconds later.
The young man said the fire caught hold fast. He and his friend had seen evidence those responsible had used some sort of fuel.
"I just hope the business isn't too impacted and these dudes get caught," the witness said.
Witnesses heard glass breaking and saw two people pour a substance on the window of clothing store Frankie and Co before it went up in flames overnight, police say.
Bendigo Crime Investigation Unit detectives are looking into the suspicious fire in Wills Street, which caused significant damage.
The witnesses saw the two offenders at the store just before 12.30am on Tuesday.
They were then seen running towards Mitchell Street.
An arson chemist is expected to attend the scene during the day.
Police ask anyone with information to contact Crime Stoppers on 1800 333 000 or visit the website.
Bendigo-based clothing business Frankie and Co's operations manager says the team are "absolutely devastated" by the fire that ravaged their Wills Street store.
Kellie Baines said the fire was one more thing to factor into their lives after almost a year of COVID-19.
But Mrs Baines said the team was "very much a family" and they would come back from the fire, bigger and stronger.
More news: Burnouts lead to expensive lesson for driver
The full extent of the damage was not yet known to them, she said, but it appeared that the whole shop and stockroom had been affected.
"We've been notified this morning and police are handling the situation," she said.
Frankie and Co was established seven years ago as an online business, and opened its store five years ago.
Police are investigating after a fire at Frankie and Co Clothing's Bendigo store.
"We have lost everything," business owner Paige Davies said in a social media post.
The Bendigo-based family business's online store is still operational.
But Frankie and Co will be contacting customers who had orders to pick up from the Wills Street store and offering to either replace the order or provide a refund.
"I can't even bring myself to express how absolutely heartbroken we are," Frankie and Co's social media post said.
Ms Davies told the Bendigo Advertiser the fire was a "kick in the guts".
"We've obviously devastated," she said.
"We're so, so glad no-one was hurt at the end of the day."
The fire took place overnight.
Anyone with information is encouraged to call the Bendigo Police Station on 5448 1300 or Crime Stoppers on 1800 333 000.
Have you signed up to the Bendigo Advertiser's daily newsletter and breaking news emails? You can register below and make sure you are up to date with everything that's happening in central Victoria.