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Four men threatened staff and stole thousands of pounds worth of mobile phones from a shop in Hove, East Sussex, said police.
The robbery happened at a Vodafone store in George Street at about 11:40 BST on Saturday.
The men left the store on foot towards Goldstone Villas, where they may have got into a waiting vehicle, said Sussex Police.
Det Insp Jennifer Pietersen said it was being linked to a "very similar" robbery at another Vodafone store in Bexhill on 19 May.
Witnesses and anyone with relevant mobile phone or CCTV footage was urged to contact the force.