Abstract: A fabricated knock-down merchandise display fixture which includes telescopic, extendible and retractable standard sections for increasing and decreasing the height of the fixture, and including a two piece gravity actuated latch unit mounted on the standards for holding the extendible standard section in selected position. The latch unit is automatically deactivated to permit ready extension of the extendible standard section by merely lifting up on the extendible section to increase the height of the fixture standard and upon release of the extendible section from upward movement, the latch unit is automatically reactivated to hold the extendible section of the standard in its newly extended position. Abutment structure is provided on the standards for limiting the telescopic movement thereof and for guiding the lengthwise movement of the extendible section.