Industry brands and retailers have been mobilizing to assess the impact of fires that have ripped through Maui this week, taking lives and destroying hundreds of buildings.

Maui Mayor Richard Bissen confirmed to a local news station in the early morning hours Thursday that hundreds of homes, businesses and dwellings have been destroyed, with much of the popular visitor destination Front Street in the historic town of Lahaina also burned to the ground. Nearly 30 telephone poles had fallen, causing a loss of landline and cellphone service in West Maui.

The County of Maui confirmed 36 deaths from the fire in Lahaina.

“The devastating fire on Maui has destroyed so much, including the majority of Lahaina Town with its incredible history,” Paul Naude told SES Wednesday. “Virtually everything on Front Street no longer exists, including our Stoke House Maui store, as well as many other industry branded stores. Thankfully, our employees are all safe.”

Between Billabong and Honolua, four doors in Maui were either totally or partially destroyed.

Most industry companies with a presence on the island reached by SES Wednesday were still trying to assess the situation and determine what their local staff’s needs are.

Leigh Tonai, CEO of Hawaiian Island Creations, said it was too early to offer any update or assess damages with the fire still an active threat.

Rip Curl Director of Marketing and e-Commmerce PJ Connell said Wednesday evening the number one priority was for the company to come up with a plan to support those in need.

Surf Industry Members Association Executive Director Vipe Desai sent an update to members Wednesday evening, offering information on what had so far been shared with him from those in Hawaii as he awaited further details on how the industry can help. Desai said in his member update local officials are estimating a recovery period of five to 10 years.

The beachfront shopping center Whalers Village, which is also home to a number of industry doors, is serving as a meeting point starting Thursday morning for busses that will begin shuttling residents to a shelter in central Maui, while visitors will be taken to the Kahului Airport.

Flights out of the airport resumed Wednesday.

Residents and visitors to the island were first alerted to an initial brush fire in Kula, part of the Upcountry region of Maui, early Tuesday morning.

The separate Lahaina fire was originally reported by the county as contained Tuesday, but strong winds caused a flare-up as the day wore on.

Winds from Hurricane Dora have made containing the fires difficult, with another red flag warning issued by the National Weather Service’s local office for Wednesday evening into Thursday morning signaling “critical fire weather conditions.”

More than 2,100 people have been placed in emergency shelters.

This is a developing story that will be updated.

Kari Hamanaka can be reached at [email protected].