Police are investigating the aggravated robbery of The Warehouse in Dargaville where thieves carrying weapons threatened staff before getting away with cash and jewellery.
The unknown number of offenders entered the Victoria St store and robbed it at around 11pm on Sunday.
No-one was hurt in the incident, Detective Sergeant Aaron Crawford said.
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Police are currently carrying out a scene examination and have retrieved CCTV footage.
A Warehouse Group spokeswoman said the store had been closed on Monday until midday, and a support team had been sent to Dargaville to help staff.
The Police are calling for help from the public in their investigations, and reminding people there could be a reward for information provided through Crimestoppers, as part of a recent stolen goods campaign.
Anyone with information which can assist regarding the Dargaville Warehouse armed robbery can contact Detective Shawn House, on 09 430 4500. Alternatively, they can contact Crimestoppers anonymously on 800 555 111.
Police want to remind the public that the reward for information which leads to a prosecution must be made through the Crimestoppers number.