A recently added purple ‘mind the grab’ line on Oxford Street, intended to alert shoppers about phone thefts, has been acknowledged by the Metropolitan Police as London’s shopping center grapples with persistent phone snatchers.

Recent data has revealed that a phone was stolen every 15 minutes in the borough Westminster last year.

Retailers previously warned that Oxford Street and other flagship high streets are at ‘serious risk’ without urgent national action on crime.

This purple line marked with ‘Mind the Grab’ will soon grace a portion of Oxford Street’s pavement to caution pedestrians against potential theft risks.

 It comes as research found that 88 per cent of Londoners are now worried about their phones being stolen in the city.

The initiative, backed by Westminster Council and the Met Police, has faced criticism for instilling fear of phone thefts among the public rather than addressing the offenders directly.

Norman Brennan, a former London police detective, criticized the campaign as a ‘nonsensical gimmick,’ advocating instead for an increased police presence to combat the phone theft issue.

He said: ‘If you want to stop phone thefts, you want police officers on streets not purple lines. 

‘We need to have 50 to 100 motorcyclists on duty 24/7  so that the streets of London have quick response units to challenge motorbike thefts.

‘Police motorcyclists are class one drivers which means they are experts who can catch criminals quickly.

‘We have people from foreign countries saying beware about crime when they come to London.  

‘The mayor and prime minister should be ashamed that countries around the world are saying beware of our crime.

‘What will a purple line achieve? People want to see police officers patrolling the streets to reassure them and enhance their sense of safety.’

‘All of these nonsensical gimmicks, we don’t want gimmicks we want police officers on our streets and a justice system that protects members of the public.’    

The line, inspired by the iconic London Underground ‘Mind the Gap’ catchphrase, will be a reminder to pedestrians to step back from the kerb, keep their phone hidden and reduce their risk of snatch and grab theft. 

The black market for smartphones is said to be driving soaring rates of theft, robbery and knife crime – with some criminals who were once involved in drug crime pivoting towards smartphone theft and robbery as an alternative means of illicit income.

Gangs of teens on bikes are said to be committing up to 20 thefts at a time in parts of London, with three-quarters of stolen devices in the capital being sent abroad.

High Streets UK, a group representing 5,000 UK firms, has calling for ring-fenced funding for police to protect key shopping destinations including Oxford Street.    

The campaign to add a warning has been launched by Curry’s which is installing the purple line outside its store on Oxford Street.

The retailer has also set up a training scheme for its staff to offer support to victims of phone theft. 

The Metropolitan Police Service is supporting the campaign, which they said is ‘part of its strategy’ to tackle phone theft. 

Superintendent Natasha Evans, the Met’s local policing lead for Westminster, said: ‘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 per cent in the West End since April.

‘We are putting extra officers into central London to help drive forward our focus on reducing crime and bringing offenders to justice. 

‘We’re also working closely with businesses in the area and support the campaign by Currys to encourage people to be aware of their surroundings to reduce the risk of becoming a victim.’

While Oxford Street has lost big names such as Topshop, House of Fraser, Miss Selfridge, Dorothy Perkins and Debenhams in recent years, it has also seen a major new Ikea store and HMV reopen its old flagship outlet.

And London Mayor Sir Sadiq Khan has said he wants to pedestrianise 0.7 miles of the street as part of a regeneration project despite warnings this could make it a crime-ridden ‘no-go area’.

Westminster Council granted permission for the study to be trialled on one of the capital’s busiest streets.

Aicha Less, Deputy Leader and Cabinet Member for Children and Public Protection of Westminster City Council said: ‘As part of our ongoing efforts to keep residents and visitors safe, we are pleased to support Currys’ innovative approach to reducing phone theft.  

‘This campaign is a great example of how we are working with partners to raise awareness about phone thefts and promote simple measures to stay safe in public spaces, such as keeping valuables out of sight and planning routes home in advance.

‘Working closely with the Met and other partners in the Safer Westminster Partnership, we are committed to identifying the key crime and disorder issues facing our city and making the West End a safer place for visitors, residents and businesses.’

Ed Connolly, Chief Commercial Officer at Currys added: ‘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: a bold pavement marking we believe can make a real difference by encouraging people to step back from the kerb.’

‘This trial aims to raise awareness and encourage behaviour changes to help people feel safer. And if the worst happens, we’re here to help. 

‘Our Oxford Street store colleagues will support victims – from calling loved ones and the police, to cancelling cards and helping them get home safely. Because practical, human support in those moments really matters.’   

Kate Johnston, Director of Business & Fundraising at the independent UK charity Crimestoppers, which is also backing the initiative, said: ‘Mobile phone theft is not just a statistic—it’s a crime that leaves people feeling vulnerable and shaken. At Crimestoppers, our mission is to help make communities safer, and tackling the surge in phone theft is a crucial part of that work.

‘Innovative approaches like Currys ‘Mind the Grab’ campaign, which uses clear visual cues such as the purple line to remind people to step back from the kerb and keep their phones out of sight, show how simple, well-designed interventions can raise awareness and change behaviour to reduce crime.’

‘Prevention is only part of the solution. If you see suspicious behaviour or witness a theft, report it anonymously to Crimestoppers. 

‘Your information, no matter how small, could help prevent further crimes and keep our streets safer for everyone. Together, by staying vigilant, adopting these simple safety habits, and sharing what we know, we can make a real difference.’