Abstract: An apparatus for storing and unwinding wire rolls containing electrical conductors that are not wound on a reel but form coils by their own semi-rigid structure. The apparatus is a rigid container formed by a first side panel spaced from a second side panel by a series of rotatable rollers that form a U-shaped configuration to accept and facilitate the unwinding of a roll of wire through the open top of the apparatus. Two opposing face panels attached to the vertical edges of the side panels and a base panel complete the basic container structure. A spring loaded interior panel located between, and parallel to, the first and second side panels provides necessary horizontal force to hold a roll of wire in a vertical position while the rollers support the wire roll from below. Carrying handles in the side panels are provided for transporting the device while a similar handle on the interior panel allows the user to manually move the panel for loading or unloading wire rolls.