This article calls attention to the difficulty of institutionalising vocational education and training (VET) in the service sector in Norway, despite the growing importance of this sector for national economic performance. Drawing on interviews with apprentices, employers, stakeholders, representatives of trade unions and employer organisations, the article investigates the contrasting foundation for institutionalising the Sales trade and the Office and Administration trade. The article advocates an institutional-theoretical framework and a labour market lens in order to understand the differences observed. The findings indicate more promising prospects for the Sales trade, because the skilled sales assistant receives great responsibility among young unskilled co-workers in a rapidly expanding labour market sector, whereas lower level office tasks are being rationalised and transferred to employees with higher academic education. These contrasting features of the institutional environment have profound implications for the learning opportunities provided, and the institutionalisation prospects of VET for retail and office work.