A man and a woman died after a vehicle crashed into a business on McPhillips Street.

The vehicle crashed into a tailor shop in the 700 block of McPhillips around 1:30 a.m. Saturday, police said.

"I understand from investigators that the impact was very severe," said Const. Rob Carver. "When we arrived there, there were two occupants in the vehicle. A male and a female both in their 30s.

Police say they were transported to hospital in critical condition where they both succumbed to their injuries.

The victims have been identified as Janne Lahteenmaki, 35, and Sarah Sanderson, 36. Family of Sanderson came down to the scene Saturday afternoon to see the scene for themselves and say a prayer.

They said the two were a couple and between them, they had nine children.

"Everybody's in shock. I just can't believe it,” said  Mary McKay, Sanderson’s grandmother. “It didn't sink in yet. It's just a shock to us. We heard it this morning. I don't believe it. I still don't believe it."

McKay and other family members sifted through the debris and found items that belonged to Sanderson, like a pink toque and beaded jewelry.

"We will never forget her. She was a nice girl. She loved her family very much," said McKay.

Sanderson's loved ones have set up a GoFundMe page to help raise money for the funeral costs.

Lahteenmaki is described as a loving father by longtime friend Michelle Linklater.

“He was so friendly and so caring. On a bad day, he could always put a smile on anyone's face,” she said in a written message to CTV News. “He was a good father and a good best friend.  Also, he was a hard worker and always put family first.”

Police closed off the northbound lanes of the street while they investigated.

Residents like Gary Landry who live nearby said the sound of the crash woke people up.

"At 1:30, I just heard a big noise.  Bang," he said. “When I first saw it, it didn't seem that serious, until later when the firemen got here and started using the Jaws of Life.”

"I'm in shock to see the way the place is right now. I didn't know if something blew up from inside or if a vehicle hit it," said Francesca Pankiewicz.

Many customers CTV spoke with said the man who owns the business lives in the back of the building with his family.

"As far as I remember, it's he, his wife and he's got a little child. The damage looks pretty bad, so I hope he is safe," said longtime customer Souparno Majumdar.

It doesn’t appear anyone inside the building at the time of the crash were injured, police said.

A spokesperson for the police told CTV News investigators are looking into whether speed or alcohol played a role in the crash.