Fifty Plus is a trading style of J D Williams & Company Limited, the UK's leading direct home shopping company, operating over 20 successful catalogue brands. The catalogues offer a huge selection of clothing and other products for all ages and sizes. All their clothes are designed to provide the best fit at the best value, and they are specialists in the area of larger size womenswear.

The company was founded in 1875 by James David Williams, who in 1882, was the first to make use of the UK's parcel post service, to send his company's products direct to his customers. The formula of providing quality, fashionable, value for money clothing direct to customers proved increasingly popular towards the latter end of the 20th Century and J D Williams enjoyed significant growth. This continuing growth has ensured J D Williams is the most successful direct home shopping company in the UK today, with over 2 million customers and 4,000 employees.