Family members are mourning the death of a popular merchant gunned down in his East Orange store.

The shooting occurred Wednesday afternoon on Main Street. Police officials say the crime appears to be a fatal robbery that took place inside the clothing store owned by 32-year-old Allen Cuff. Cuff?s brother says the victim was extremely well liked in the neighborhood. His brother adds he doesn?t know who would want to kill Cuff.

The county prosecutor says investigators have several leads, but they still need more help from the public. Witnesses say the shooter fled in a car with two other occupants.