Cost Plus opened its first store at Fisherman Wharf in San Francisco California in 1958.After the success of this store they quickly spread across the Bay Area and later into other states.In the 1990s Cost Plus shifted the branding of its stores to either Cost Plus World Market or to simply World Market. Cost Plus opened its first store at Fisherman Wharf in San Francisco California in 1958.After the success of this store they quickly spread across the Bay Area and later into other states.In the 1990s Cost Plus shifted the branding of its stores to either Cost Plus World Market or to simply World Market.