A Rotorua store owner has been taken to hospital after being assaulted by a man with a hammer.

A police media spokesperson says a male brandishing a hammer entered the Rosedale Superette in Owhata, at about 5pm.

'The male used the hammer to strike the store owner multiple times about the body and head.

'The offender took an armful of cigarettes before jumping the counter and running out of the front of the store.

'The store owner quickly recovered from the attack and gave chase.

'The offender has run across Te Ngae Rd in front of heavy traffic in a north easterly direction towards Tennyson Drive.

'The victim required medical attention in hospital.”

The offender is described as Maori, of thin, lanky build, wearing black jeans, a black hoodie under a black puffer vest and black cap, says police.

'One witness believes the offender had a slight limp.”

Anyone with information relevant to this investigation is asked to contact Rotorua CIB on 07 3480 099.

Alternatively, information can be provided anonymously via Crimestoppers on 0800 555 111.