The man entered Superdrug on London Road on the afternoon of July 26 and forced his way behind the counter before filling a bag with aftershave and making his escape on a bicycle.
Sussex Police officers were called to the store and have released a CCTV image of the suspect.
Anyone who witnessed the incident or is able to identify this man can report online or by calling 101, quoting serial 0861 of 26/07.
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