Abstract: A transportable merchandise display unit (10) is provided comprising: an outer container (20) containing an inner display case (30) removable via an opening in the top of said outer container, the outer container including display case support means (50, 50?); the support means arranged to move from a first position to a second position; the first position is resiliently retained by an elastic band until the inner display case is vertically displaced from an initial transit position to a display position, at which instant the support means resiles to the second position to engage and support the inner display case thus preventing the inner display case from returning under the force of gravity to the initial transit position.