Today we’d like to introduce you to Chris Simmonds.
Hi Chris, we appreciate you taking the time to share your story with us today. Where does your story begin?
Less Than started as a zero-waste website intending to ship sustainably made and packaged goods plastic-free. A few months into the launch, we noticed that people still primarily shopped in person for the type of essentials we sold. We set out to create a mobile shop that we could use at pop-up events and farmers’ markets to test the concept in person. After completing the build, COVID-19 occurred, which restricted gatherings, and we were forced to abandon our mobile shop. Shortly after, we found a vacant retail space in the Ghent neighborhood of Norfolk, which later became our first brick-and-mortar. We now operate seven locations within Virginia and North Carolina.
Would it have been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
Undoubtedly, the Covid pandemic presented us with significant challenges. We had to navigate through government restrictions and protocols, manage shipping logistics when essential first aid was a priority, and convince people to step out of their homes to visit us. We had to quickly adapt our practices, implementing curbside pick up and local delivery, and creating best practices in-store. These were tough, but necessary, obstacles that we overcame with resilience and determination.
As you know, we’re big fans of Less Than & Ceremony. For our readers who might need to become more familiar with the brand, what can you tell them about it?
Less Than offers sustainable goods with clean ingredients for people and the planet. The practices behind acquiring products, presenting them for sale, and having a plan for the end of life of a product are fought through in each of our products. We operate a business that’s not reliant on landfills or recycling centers. We help people reduce their environmental waste and lead cleaner lives through eco-friendly ingredients. About a year ago, we launched Ceremony. The Ceremony is a non-alcohol bottle shop, curating alcohol-free beer, wine, spirits, bitters, mixers, mocktails, and functional drinks. An extension to Less Than Ceremony allows individuals to live the life they want with access to options that were not previously available to them. We’ve placed the Ceremony inside Less Than. In North Carolina, they are steps away from each other inside the Painted Tree Boutiques.
Can you tell us more about what you were like growing up?
I grew up in an environment where we were mindful of what we had and what we acquired. Reusing containers, buying secondhand, and caring for the longevity of what we owned were all ideas we lived by. I often questioned why things were done the way they were done and found myself thinking about alternative ways to go about routine things. I usually thought about others, animal welfare, the environment, etc., as something to put before myself. I was a thinker and wanted to solve problems and work with my hands whenever possible.
Pricing:
- When we think about the cost of a good, most consumers think about the price they pay at checkout. Less Than thinks about the cost of a good during the life of that product and its impact on the consumer and the environment. We’ve come to find that, much like eating organic, using better products with cleaner ingredients tends to save people more in the long run through their health and well-being. Essentially, consumers can pay less now to pay more later in care or be mindful of their consumption now and live healthier, longer lives.
- Our goods are free from a lot of the ingredients that are considered fillers. Synthetic preservatives, color stabilizers, brighteners, whiteners, water, etc., all take up valuable space. Our goods comprise cleaner ingredients and fewer fillers, producing more concentrated products. Because the product is concentrated, less is needed, and money is saved over time.
Contact Info:
- Website: www.golessthan.com, www.enjoyceremony.com
- Instagram: www.instagram.com/golessthan, www.instagram.com/enjoyceremony
- Facebook: www.fb.com/golessthan, www.fb.com/enjoyceremony
Image Credits
Less Than / Ceremony
