Five armed men fled with an undisclosed amount of money, cellphones and a DVD player from a Pep store in Port Alfred on Monday, Eastern Cape police said.

Captain Mali Govender said the men arrived at the shop in Alexandria at around 8.20am.

"There were four staff members and two customers in the shop at the time of the incident who were tied up with an extension cord."

Govender said the men took money from the safe and tills and the cellphones on display in the shop.

They also took suitcases into which they packed the goods.

"They also took the staff and the customers' cellphones and money before fleeing in a blue sedan."

There were no injuries reported and no arrests had been made yet.

Police had opened a docket of armed robbery. - Sapa