A SHOPKEEPER was threatened with a knife and then robbed in a terrifying incident. 

A man targetted a store in Content Street, Ayr and brandished a blade as he demanded money on Tuesday around 6.15am. 

Police are have launched an appeal for information after the what they have described as a "alarming and distressing experience for the shopkeeper". 

Officers are on the look out for a suspect described as being a young, white Scottish, with a slim build, wearing a dark baseball cap, dark jacket with white stripes on the cuff, dark jogging bottoms and trainers. 

Detective Sergeant Jane Hogg of Ayr Criminal Investigation Department said: “Thankfully no-one was injured during this incident but it was an alarming and distressing experience for the shopkeeper and we are actively looking to identify the man involved”.

“I would ask anyone with information, or who recognises the description of the man, to get in touch with police as soon as possible.”

“Whilst it was early, we would also like to hear from anyone who was around the general area who might have seen the man making off”.

"A second male was seen outside the store at the time of the incident.

This man is described as being white Scottish, 20 years of age and was riding a light colored bike. This man is a key witness however his identity is unknown "