Tech retailer Currys has launched a new campaign to spotlight the issue of phone theft.

Backed by London’s Westminster Council, with support from the Metropolitan police service and Crimestoppers, the “Mind the Grab” pilot study sees a purple line and signs added to the pavement on Oxford Street.

The line, inspired by the London Underground “mind the gap” catchphrase, serves as a reminder to pedestrians to step back from the kerb, keep their phones hidden and reduce their risk of snatch and grab theft.

The Institute for Crime and Justice Policy Research (ICPR) is carrying out a study to track how the line affects people’s behaviour and whether it contributes to a drop in phone theft in the area. Results from the study will be published in late 2025.

In addition, Currys is piloting a new training scheme for store staff to support victims of phone theft, from contacting loved ones and the police, to cancelling cards and helping them get home safely.

The retailer also has ambitions to work with government and local authorities to expand the rollout and make it harder for criminals to operate.

The move follows research by Currys that found 77% of Brits viewed phone snatching as a significant problem in the UK rising to 88% in large cities such as London.

Currys chief commercial officer Ed Connolly said: “Phone theft isn’t just about losing a device, it’s frightening, invasive, and cuts people off from their loved ones, their money, and their daily lives.

“Enough is enough. It’s time to draw the line on phone theft, that’s why we’ve launched the Mind he Grab campaign, a bold pavement marking we believe can make a real difference by encouraging people to step back from the kerb.”

He added: “This trial aims to raise awareness and encourage behaviour changes to help people feel safer. 

“And if the worst happens, we’re here to help. Our Oxford Street store colleagues will support victims, from calling loved ones and the police, to cancelling cards and helping them get home safely. Because practical, human support in those moments really matters.”

The move builds on Currys’ prior initiatives to support crime prevention. In April, the brand unveiled its largest-ever annual investment in store safety measures, as it ramped up efforts to protect colleagues and deter theft.

Under the investment, the retailer rolled out new technologies and security measures across its store estate, including upgraded public display monitors in high-risk stores and enhanced product security.

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