Abstract: A display case for bakery goods and the like wherein a cabinet having opposite sidewalls and a front glass wall mounts a plurality of shelves. A pair of elongated support brackets are demountably suspended at the sidewalls of the cabinet and contain vertically spaced support beams thereon. Crossbars are demountably supported by the bracket support means and wire racks are removably clipped to the crossbars. One or more of the crossbars at the front of the cabinet adjacent the glass wall houses a fluorescent fixture and a fluorescent lamp which are concealed from view from the front of the cabinet but which are exposed for illumination of the shelf therebeneath.