A modular self supporting shelf type display device includes a pair of adjustable laterally spaced foot pieces having sockets separably receiving H-column standards having cross webs provided with vertically spaced locking openings. Two or more shelves are supported between the standards and are adjustable between inclined and horizontal positions. A coupling member is formed at each side edge of each shelf and rockably and slidably engages a respective standard. Each coupling member includes a vertical base plate, V-shaped inner positioning webs whose opposite sections converge to a central throat engaging the standard cross web, V-shaped outer positioning webs spaced from and parallel to the inner webs and engaging the edges of the standard side webs and downwardly open hook elements projecting from the ends of the inner positioning webs. When the shelf is in a selected horizontal or inclined position, a respective pair of opposite inner and outer positioning web sections engage the standard cross and side webs and a pair of hook elements engage cross web opening bottom edges. The positioning webs may be multiple convolute shape.
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