Devastated victims of the Croydon warehouse fire have condemned the self-storage company for dodging responsibility for their losses.

Fire broke out at the Shurgard self-storage facility of Purley Way on New Year's Eve, destroying the building and countless possessions inside.

Appearing on the Victoria Derbyshire show this morning, customers Rachael Gould and Mark Brewer confronted Shurgard's vice president of operations, Duncan Bell, criticising the company for misleading customers into thinking it was safe to store valuable items in the facility.

Both claimed that while in their marketing materials the company encouraged customers to store sentimental possessions, such as those of deceased relatives, in their terms and conditions Shurgard forbid customers from storing "irreplaceable objects or objects with an emotional or special value."

Mr Bell's offer of an apology on behalf of the company was rejected by the two customers.

Ms Gould, who lost the majority of her personal possessions which were being stored while she moved house, said: "The company promotes themselves as being a safe and secure place to store your most personal belongings across their marketing materials.

"On their website they have a blog where they talk about different things you can store like your heirlooms, your personal artwork, your CV and record collection, photo albums and how to store your photo albums properly.

"So we entrusted them with our property which we thought was going to be safe there."

Mr Brewer, who lost over £100,000 worth of stock for his beauty business, said: "Their marketing on one hand isn't what they're saying in the terms and conditions. That to me is misleading."

Mr Bell emphasised the detail of the company's terms and conditions, which ask customers not to store items of sentimental value.

"In the terms and conditions it does mention that customers are not to store items of emotional or sentimental value. We don't want to mislead people," he said.

"There's no value of misleading people to our business. The contract that's signed confirms that the customer has read the terms and conditions."

The building was completely destroyed

Shurgard customers were required to take out insurance policies, either with the company itself or independent providers, when signing up for storage services.

The company is in the process of addressing the backlog of customer claims.

The customers further went on to criticise the company for failing to provide security staff around the clock.

Security staff only operate at the building from 9am to 6pm. Mr Bell pointed out that this was standard for their facilities across the country and clearly stated on their website.

A demolition crew began taking apart the wrecked building yesterday, with firefighters still on the scene.

A 26-year-old was arrested last week in relation to the incident on suspicion of arson. He has since been released but remains under investigation.