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The Vodacom shop at Moffett on Main retail centre in 17th Avenue Walmer, PE, was robbed of Ipads and cellphones worth thousands of rands on Tuesday afternoon.
Police captain Johan Rheeder says five gunwielding men entered the store shortly before 5pm and ordered everyone inside to lie on the ground.
They armed robbers took 15 cellphones and a number of Ipads.
Rheeder says it was clearly a well-planned operation and that the gang fled in a silver Audi A6 with the false registration plates HGK 739 EC.