Currys launches Oxford Street trial to curb phone theft

Currys has launched a trial on Oxford Street today (6 August) using pavement markings to encourage pedestrians to keep their phones out of sight, in an attempt to reduce street theft.

The scheme, backed by Westminster Council and supported by the Metropolitan Police Service and Crimestoppers, features a purple line painted along parts of the pavement with signage urging people to “mind the grab”.

It comes after figures obtained through a Freedom of Information request showed more than 34,000 phones were reported stolen in Westminster last year – equivalent to one every 15 minutes. Many of the thefts involved mopeds or e-bikes snatching devices from people’s hands.

Ed Connolly, chief commercial officer at Currys, 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 the Grab campaign.”

Currys is also training staff at its Oxford Street branch to support victims, from contacting police and banks to helping them get home safely.

Superintendent Natasha Evans, the Met’s local policing lead for Westminster, added: “Officers are relentlessly pursuing criminal gangs intent on committing robbery and phone theft. We have increased patrols in hotspot areas to identify and deter perpetrators – and robbery has reduced by 20% in the West End since April.”

Westminster councillor Aicha Less, deputy leader and cabinet member for children and public protection, said the council was pleased to back the scheme as part of efforts to keep visitors and residents safe.

The initiative is being studied by researchers at the Institute for Crime and Justice Policy Research at Birkbeck, University of London, to assess whether the markings influence behaviour and contribute to a fall in thefts. Results are expected in late 2025.