An Upper West Side man was found beaten to death in an apparent robbery-gone-wrong yesterday.

Bubacarr Camera, 26, was found on Thursday around 2 p.m. bludgeoned to death inside the BNC General Merchandise t-shirt store on Amsterdam Avenue near 105th Street. He was taken to St. Luke’s Hospital, where he was pronounced deceased. Police believe that a trio of robbers had targeted the family-owned store.

Friends tell CBS that Camara immigrated to the U.S. from the West African country of Gambia a few years ago. “It’s not fair, not fair," Balla Ouattare said. "He was a brother to me. No one wants to see their brother gone like that."

Investigators have released descriptions of three suspects they are looking for:

Suspect#1: Male Black who was last seen wearing sunglasses, gray hooded sweatshirt, blue jeans, black sneakers and g a black book bag.

Suspect#2: Male Black who was last seen wearing gray pants, black "Reebok" sweatshirt and a white hat.

Suspect#3: Male Black who was last seen wearing a white-shirt, gray hooded sleeveless sweatshirt with designs, black pants and white sneakers.

Anyone with information in regards to this homicide is asked to call the NYPD's Crime Stoppers Hotline at 800-577-TIPS. The public can also submit their tips by logging onto the Crime Stoppers Website or texting their tips to 274637(CRIMES) then enter TIP577. All calls are strictly confidential.