Police were searching for two men on the city's north side Friday afternoon after New Richmond's Advance America store in the 500 block of North Knowles Avenue was reportedly robbed at gunpoint just after 1 p.m.

According to a New Richmond Police Department press release issued at 5:30 p.m., two black men entered the store, showed a handgun, demanded money and ordered store employees to the floor before fleeing through the back door. It is unknown whether a vehicle was involved.

One man was described as about 5 feet, 8 inches tall wearing a red hooded jacket, tan pants and a baseball cap with a white brim, according to the release. The other was described as about 5 feet, 6 inches tall wearing a black hooded jacket with a light colored design on the front and a Chicago Blackhawks baseball cap with red on the front and brim. The second man also appeared to be wearing black and white striped gloves.

Nearby businesses Table 65 and Blue Ribbon Feed & Garden Center were advised by police to lock their doors as New Richmond police officers, county deputies and at least one state trooper rushed to the area to establish a perimeter. A K-9 was said to be on the way to assist in the search.

Table 65 chef Brent Mullan said he didn't see the robbery suspects, and didn't know about the incident until police arrived.

"He pulled up and then stuck his head in and said to stay inside for a minute. Then he stuck his head inside again and said we needed to lock it up," Mullan said. "That's when we saw him put his bulletproof vest on and grab his [rifle]. He was walking back and forth out front and watching toward the cash store."

Mullan said two customers were in the restaurant during the commotion who were eager to find out what was going on.

Representives from Advance America declined to comment on the incident and deferred to local law enforcement officials.

The incident robbery remains under investigation. Anyone with information on the incident is asked to call St. Croix County Dispatch at 715-246-6131.