Less Than
803 Shirley Ave., Norfolk, VA
Note: This summer, Less Than is moving to 806 Baldwin Ave., the former location of Eleanor’s Books. For now, the shop at 803 Shirley remains open.
In a neighborhood known for its walkability and tight-knit community, Less Than has found the perfect home. Found in Ghent, this zero-waste and refill shop is all about revolution—the kind rooted in sustainability, mindfulness and spending dollars locally.
Store founder Chris Simmonds didn’t originally have “become a retail pioneer” on his bingo card, but here we are. “We came about out of necessity,” he says. “There just wasn’t anywhere like this in town.” Originally launched online, Less Than quickly evolved. After a short stint in a mobile tiny home converted into a rolling storefront, COVID accelerated Simmonds’ timeline and the move to a permanent brick-and-mortar space. By May 2020, Simmonds opened the doors at 803 Shirley Ave.—just as much of the world was closing its own.
Five Years in Ghent
The shop celebrates its fifth anniversary this spring, and it’s not hard to see why it’s still going strong. Less Than offers everything from bulk soaps and cleaning supplies to sustainable personal care, baby items and pet goods. Each item comes in compostable, refillable or packaging-free forms. Customers can bring their own containers or pick from sanitized community-donated jars, then refill as they see fit.
Of course, Less Than sells much more than soap. The store’s philosophy is rooted in changing people’s daily habits. “The most sustainable product is the one you already have,” Simmonds says. “You don’t have to replace everything overnight. Start small. Get just a few ounces. See what works.”
Inside, the store is split into intentional zones: one area offers self-care gifts like mindful games and journaling kits, while the refill station stocks everyday essentials like laundry detergent, dish soap and facial cleansers. The only thing that’s missing is synthetic fragrances and dyes. Local makers contribute to the shop’s unique inventory, too: Norfolk seamstresses provide reusable cloths, face rounds and even mop heads, keeping more dollars circulating locally.
Ceremony
Three years ago, the shop expanded to include Ceremony, a curated non-alcoholic bottle shop that features zero-proof spirits, functional drinks with adaptogens and a variety of mixers. It’s another extension of the store’s ethos—helping people meet their needs without compromise, whether they’re sober-curious or just looking for something new.
For travelers living a low-waste lifestyle, Less Than is a destination all its own. “People seek us out when they visit Norfolk,” says Simmonds, noting that vegetarians, zero-waste enthusiasts and sober travelers often arrive knowing exactly what they’re looking for—or discovering it for the first time.
Ghent locals already know the place is a gem. Residents routinely drop in for quick refills, eco-friendly gifts or just to see what’s new in stock. Less Than is just that way: unassuming, warm and rooted in a bigger purpose.
Less Than is open Tuesday–Saturday from 11 a.m. to 7 p.m., and Sunday from 12 to 5 p.m. Closed Mondays. Delivery available within Norfolk.
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