The Bead Store, a place for People to Share Ideas and Learn New ThingsDecember 16, 2022
Less Than is a retail zero waste and refill shop specializing in sustainable alternative products in Hilton Village at 10353 Warwick Boulevard. Open since November 2022, the store helps customers reduce single-use items by focusing on package sustainability. A refill station houses unscented and scented goods that can be purchased, including hand soap, dish soap, laundry detergent, shampoo, and all-purpose cleaner. Less Than also offers candle refills, stationery, pet related items, insect repellant, kitchen and bath items, and baby products. All of Less Than’s ingredients are plant-based, natural, biodegradable, and free of toxic ingredients.
Its founder, Chris Simmonds, spent his early childhood growing up in St. Thomas on the US Virgin Islands. During this time, he learned the importance of maximizing resources and developed an appreciation for the environment. After selling his mental health agency, Simmonds found himself exploring ways to make shopping easier, more environmentally friendly, and healthier. In January of 2020, he decided to launch a website and mobile store. Later the same year, he opened his first brick and mortar location.
The store is prioritizing its growth by adding products like its Ceremony brand, a non-alcohol bottle shop that focuses on curating ready to drink zero-proof spirits and mixers. In addition to the Newport News location, Less Than has stores in Norfolk, Hampton, Richmond, Virginia Beach, and Cary, North Carolina; other locations in Richmond and Raleigh, NC are coming soon.
Less Than’s goals are to help customers find sustainable alternatives to common goods, to help everyone think about the life cycle of an item before buying it, to encourage a shift away from single-use and plastics, and to create less waste than before. To learn more, visit golessthan.com.