UPDATE: A FIRE which tore through a Traralgon nursery gift shop this morning is not believed to be suspicious.

CFA crews battled for 20 minutes to bring the Argyle St blaze under control at about 9am, but the Grow Master nursery's Garden Inspirations Home and Gift shop was completely destroyed.

Acting Sgt Dale Henry from Traralgon police said investigations into the fire were continuing.

"The cause of the fire is at this stage not established,'' he said.

"We don't think it's suspicious but we're still investigating that.''

CFA District 10 operations officer Peter Barr said the fire took hold quickly and the shop owners were lucky to escape uninjured.

Fire crews from Glengarry, Morwell and Traralgon attended the blaze.