Abstract: A movable display rack assembly especially adapted to permit loading of products such as bread and other bakery goods in one area of a store followed by movement of the loaded rack assembly to another store location. The display assembly preferably includes a pair of spaced lateral supports, a pair of spaced wheels adjacent the bottom rear of the supports, a plurality of vertically spaced shelves on the lateral supports, and front and rear retention members adjacent each shelf. The wheels are supported behind the shelves such that the weight of the shelves and any items thereon will urge the bottom of the lateral supports against the floor for stable support. The display rack may also include side retention members adjacent each shelf and a releasable, pivotable header support on the upper rear of the display assembly to provide support for an advertising display above the shelves.