An armed man wearing a long dark wig who robbed a TJ Maxx location in Santa Ana was being sought by police Thursday.

The robbery occurred about 12:30 p.m., when the store was full of customers, at the Bristol Street location of the discount clothing chain, police said.

The man went from cash register to cash register, wearing gloves, and removing cash. Customers in the store ran out the back door.

“It’s very rare, and he was very brazen,” said police Cpl. Anthony Bertagna. “He was very forceful with the employees.”

The man, who wore both sunglasses and a wig, had a large “semi-automatic weapon,” Bertagna said.

Some witnesses told police the robber may have escaped in a dark-blue convertible BMW.

The TJ Maxx is in a strip mall across from South Coast Plaza.