The Third Precinct crime section said a man entered the Telemundo store at 1784 Fifth Ave. on Feb. 18 at about 10:15 a.m. and spoke with an employee about maintenance work.
When the employee wasn't looking, police said, the man took a Sanyo Mirro model cell phone from an unlocked display case. The phone is valued at $200, police said.
Police have released a video surveillance tape of the suspect.
The suspect, who police said was handing out business cards for an asphalt services company, left in a black pickup with another person in it.
Anyone with information can call Crime Stoppers, 800-220-8477. All calls will be kept confidential.