Vic adult store destroyed by fire

Firefighters believe a blaze that destroyed an adult store on Victoria's coast began in its back office.

The fire broke out at the Perfect Pleasures store in Rosebud, on the Mornington Peninsula, before 5.30pm on Monday.

About 30 firefighters battled the blaze for an hour.

Smoke coming from the neighbouring shops had firefighters concerned the flames had spread but they were contained before any further damage was done.

"There was smoke issuing from above six other shops but thankfully the fire damage was restricted to the Perfect Pleasures store," CFA operation officer Sean Kerr told AAP.

He said fire investigators will be combing the site on Tuesday to better understand the cause, but crews believe it started in one of the shop's back offices.

"We're not deeming it suspicious at this time," Mr Kerr said.

Police and ambulance crews also attended.