"Some 10 people may be held inside" a shopping centre in Villeneuve-la-Garenne, police sources said.

Special forces were sent to the scene, police said.

A short time later there were reports that 18 people had been freed from the Qwartz shopping centre but it was unclear how many hostages remained.

Police stopped all traffic in the area and all other shops nearby have also closed.

"At around 06:30 (04:30 GMT), two or three armed criminals went into the Primark store for what we think was initially an attempt at armed robbery," a police source, who wished to remain anonymous, is quoted as saying by AFP news agency.

Another police source said an employee first alerted her boyfriend of the hold-up at around 07:00 when she sent him a text message saying they had been taken hostage by two armed men.

Le Parisien website said three men were involved, adding that one may have been recognised as a Primark employee.

Police have told the BBC they are currently ruling out anything more sinister such as a terrorist attack.