The flagship Debenhams store on Oxford Street was the scene of a horrific incident on Wednesday night after a man fell to his death from an escalator in front of shoppers.
Police and paramedics were called to the scene at 6:15pm to attend the unidentified male but he was pronounced dead at the scene.
The man is believed to have fallen from either the third or fourth floor. Five witnesses were treated for shock.
An eyewitness told London24: "I heard a loud bang, commotion followed and a man was lying on the ground, I initially thought it was fireworks.
Debenhams said in a statement: "Debenhams can confirm that police were called to the Oxford Street Debenhams store at 18.15 last night following a serious incident where a man fell from the third floor.
"At this stage there are thought to be no suspicious circumstances. Debenhams continues to work with the authorities on the matter."
Police are continuing to investigate the circumstances of the fall.
More to come...