Less Than
806 Baldwin Ave., Norfolk, VA
July 2025 update:
Since we first featured Less Than, owner Chris Simmonds has been hard at work transforming the adjacent 124-year-old house into a multipurpose bar and bottle shop with a small commercial kitchen. The new space retains its homey architecture—complete with picture rail molding, chair rail, and custom built-ins—creating a cozy, lived-in vibe more akin to a salon than a retail storefront.
While Less Than will continue to operate in the shared space for now, the long-term vision is for this new venue—called Ceremony—to become a full-fledged neighborhood non-alcoholic bar with a focus on quality drinks, community events and an evolving food program. A recent jazz night previewed the potential of the space, which will also be licensed for ghost kitchen use and culinary pop-ups.
The shift toward Ceremony was partly serendipitous. Simmonds had been scouting ready-to-use restaurant spaces when the landlord of the current property (also the landlord for the original Less Than space) strongly encouraged him to stay and expand here instead. That meant a larger up-front investment, but it also allowed for continuity and creative control.
“Over the years, we’ve just become a part of people’s routine,” Simmonds says. “Not everyone follows us on social, they just stop by when they need something. This new space gives them another reason to do that.”
Stay tuned for weekly game nights, vinyl listening sessions, jazz pop-ins, and a rotating calendar of community-driven events—soon to be hosted under the name Ceremony.
Original story below:
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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