The findings reported in this article are based on qualitative research that explored the views and experiences of key stakeholders, including employer-bodies, training providers, employers and apprentices of Modern Apprenticeships (MAs) in retail. The study identifies fundamental barriers to the successful implementation of MAs in this sector. These are related to the culture of the sector, including the mobility of young workers, who frequently change jobs, and the preoccupation with serving the customer, which can restrict and fragment training and development opportunities. The stresses and strains of this working environment do not provide conditions that support the use of MAs. The paper explores some of the steps that could be taken in order to increase the demand for training and more generic skills among employers. However, it concludes that government initiatives such as MAs alone will not change employers' attitudes towards training.