In a retail environment that has been anything but predictable, World Market is emerging as an example of how to expand carefully and deliberately. On May 1, 2025, the lifestyle specialty retailer will officially open its newest location at Bergen Town Center in Paramus, New Jersey. While one store opening might not seem earth-shattering in a world where retail giants regularly announce dozens of new locations, the story behind this expansion tells us something bigger about the future of specialty retail.
World Market is not chasing aggressive growth. Instead, it is adopting a prudent, measured expansion plan, one that balances financial discipline with customer demand and market opportunity. To understand the significance of this opening, and why Paramus in particular matters, it helps to look at World Market’s history, its ownership changes, the state of the retail industry, and how this brand is positioning itself for the long haul.
The Origins of World Market: From San Francisco Roots to National Presence
World Market’s story begins in San Francisco in 1958, when the first store—then known as Cost Plus—opened with a very simple but appealing idea: offer imported goods at affordable prices. The name “Cost Plus” referred to the store’s original pricing model, in which items were sold at cost plus 10 percent.
From the very beginning, the retailer focused on curated global finds. Customers could walk into a Cost Plus and discover Indian spices, Italian wines, handwoven baskets from Africa, or decorative textiles from South America. At a time when international travel was less accessible, these products gave American shoppers a way to experience the world from their own neighborhoods.
By the 1970s and 1980s, Cost Plus had expanded well beyond California, gaining recognition as a unique hybrid retailer—part home furnishings store, part gourmet market, and part gift shop. Its eclectic mix set it apart from more standardized competitors. Eventually rebranded as Cost Plus World Market and later simply World Market, the chain carved out a niche that was difficult for others to replicate.
But with expansion came challenges. The 2000s brought intensified competition from discounters, online retailers, and home furnishing giants. To survive, World Market had to evolve—leading to a series of ownership transitions that continue to shape its identity today.
The Bed Bath & Beyond Era and the Road to Kingswood
In 2012, Bed Bath & Beyond acquired World Market for approximately $495 million, betting that the chain’s international flavor and differentiated assortment could complement its own expansive portfolio. For several years, World Market remained part of the Bed Bath umbrella, operating alongside brands like BuyBuy Baby, Christmas Tree Shops, and Harmon Face Values.
However, as Bed Bath & Beyond began to struggle with declining sales, shifting consumer habits, and mounting competition, the company found itself under pressure to cut costs and streamline operations. One of its strategies was to divest non-core businesses.
That decision led to the 2021 sale of World Market to Kingswood Capital Management, a private equity firm known for retail investments. Kingswood acquired the chain for $110 million—a steep discount compared to its earlier valuation, but one that reflected both the challenges and opportunities embedded in the brand.
At the time of the acquisition, World Market operated 245 stores across the U.S. The sale allowed Bed Bath to refocus on its namesake brand (though its troubles continued, eventually leading to bankruptcy), while Kingswood gained a specialty retailer with a loyal following and room to grow—if managed wisely.
Stabilizing Before Expanding: Kingswood’s Strategy
When Kingswood Capital took over World Market, it did not immediately launch into an aggressive expansion. Instead, the strategy was one of stabilization first, growth second.
From 2021 through 2023, the chain’s store count remained relatively flat, holding steady at 245 units. This pause allowed leadership to:
- Reassess the supply chain and ensure merchandise flow matched consumer expectations.
- Strengthen brand identity, ensuring that World Market was not lost in the crowded home furnishings landscape.
- Focus on profitability over raw store count, a lesson many retailers have learned the hard way after overexpanding.
Only after this period of recalibration did World Market begin to signal its next move. In late 2024, the company announced it would open five new stores—its first new locations in three years.
The Paramus Store Opening: Why This Location Matters
On May 1, 2025, the Bergen Town Center in Paramus will welcome its newest tenant: a 14,809-square-foot World Market store, located directly next to Nordstrom Rack.
For those unfamiliar, Paramus is not just another suburban shopping destination. It is widely regarded as one of the most competitive retail markets in the United States. Located in Bergen County, New Jersey, Paramus benefits from:
- High household incomes, with residents who have strong discretionary spending power.
- Dense population, making for a large customer base within short driving distances.
- Proximity to New York City, bringing both suburban and urban shoppers.
- A reputation as a retail hub, with major malls like Westfield Garden State Plaza and Paramus Park drawing millions of visitors annually.
By situating itself at Bergen Town Center—a mall anchored by retailers such as Target, Whole Foods, and Century 21—World Market places itself at the crossroads of convenience and discovery. The store’s assortment of furniture, décor, textiles, gifts, and international foods fits neatly alongside the mall’s mix, while offering something distinct that competitors don’t.
The Customer Experience: What Shoppers Will Find Inside
The appeal of a World Market store lies not just in what it sells, but in how it feels. The company has cultivated a treasure-hunt atmosphere where shoppers can browse categories such as:
- Furniture & Décor: From accent chairs and storage solutions to wall art and lighting.
- Textiles & Home Fashion: Rugs, curtains, pillows, and seasonal decorative accents.
- Kitchenware & Tabletop: Everyday essentials blended with global designs.
- Food & Beverage: Imported chocolates, teas, wines, and hard-to-find international snacks.
- Gifts & Handicrafts: Quirky, affordable items perfect for last-minute gifts.
This mix makes World Market an experience as much as a shopping trip. Customers come not only for what they know they need but also for what they didn’t know they wanted until they saw it.
CEO Eric Hunter on Growth and Connection
World Market CEO Eric Hunter captured the essence of the brand’s expansion philosophy when he commented:
“This location is perfect for connecting with both our loyal customers and new shoppers.”
That sentence highlights two critical priorities:
- Retain and nurture loyalty – Long-time World Market customers already know and love the brand’s eclectic offerings. New stores keep them engaged and provide fresh reasons to visit.
- Attract new audiences – By entering competitive, high-traffic markets like Paramus, World Market increases its exposure to potential first-time customers, particularly younger shoppers who may be building homes or apartments.
Expansion in Context: The Retail Landscape of 2025
World Market’s measured expansion comes at a time when the retail sector is experiencing both growth and contraction.
- IKEA has announced plans to open eight new stores across the U.S. in 2025, experimenting with smaller urban formats in addition to its traditional big-box stores.
- Ross Stores continues to spread aggressively, opening dozens of locations across multiple states.
- Dollar General faces slowing traffic but higher spending per customer.
- Meanwhile, analysts are warning of a surge in retail store closures this year, as weaker chains bow to competition and rising costs.
In this context, World Market’s approach—expanding slowly, selectively, and strategically—appears especially prudent. It avoids the risks of overextension while signaling to the market that the brand is healthy and forward-looking.
Why “Prudent Expansion” Is a Smart Strategy
Retail history is filled with cautionary tales of chains that grew too fast and collapsed under their own weight. Borders, Circuit City, and more recently Bed Bath & Beyond all illustrate the dangers of unchecked expansion without profitability.
World Market’s strategy is the opposite:
- Selective site choice ensures that new stores are placed only in strong markets.
- Modest pace of openings allows the company to adjust operations and learn from each launch.
- Focus on differentiation ensures that World Market is not just another furniture or home décor store, but a distinct destination.
This measured approach is not just about playing it safe—it’s about ensuring long-term resilience in a volatile industry.
The Broader Significance for Specialty Retail
World Market’s expansion offers insights for other specialty retailers trying to navigate the balance between physical stores and e-commerce. The company demonstrates that:
- Brick-and-mortar still matters – Even in the age of Amazon, physical stores create experiential value.
- Assortment drives differentiation – Global foods, artisan décor, and eclectic gifts make World Market memorable.
- Pacing matters – Too many stores too quickly can be fatal, but too few can stall momentum.
By threading the needle, World Market sets a precedent for how niche players can thrive even as giants dominate.
Looking Ahead: Where Might World Market Expand Next?
While the company has not revealed its full expansion roadmap, market watchers suggest that urban-suburban growth regions are prime candidates. Areas like Austin, Nashville, Denver, and Charlotte could offer fertile ground, combining population growth with cultural diversity—two factors that align perfectly with World Market’s global assortment.
It is also possible that the retailer will test new store formats, perhaps smaller urban units or hybrid models that integrate online pickup and localized assortments.
Whatever comes next, the key is likely to be the same: patience and precision.
Conclusion: Small Steps with Long-Term Vision
The opening of World Market’s Paramus store might appear modest when compared to the aggressive rollouts of larger chains. But in today’s retail climate, modesty may be a virtue.
This single opening encapsulates the company’s entire strategy:
- Learn from the past.
- Grow at a pace that matches demand.
- Enter only markets that support long-term success.
- Maintain the brand’s identity as a destination for global goods and home inspiration.
As World Market pushes ahead, it serves as a reminder that in 2025, retail growth is not about how fast you expand, but how wisely you do it.
And if history is any guide, World Market’s decision to move forward carefully could pay off in ways that matter not only for its balance sheet, but for the customers who continue to walk through its doors searching for something different, authentic, and inspiring.
