The invention features a point of sale display for holding a brandsign. A first member (12) thereof has first and second planar portions (12a, 12c), a non-planar portion (12b) arranged between the first and second planar portions (12a, 12c), a terminating edge (12d) on one end of the second planar portion (12c), and an inner contacting surface (12e) extending along the first and second planar portion (12a, 12c) and the non-planar portion (12b). A second member (14) thereof has a first and second planar portion (14a, 14c), a non-planar portion (14b) arranged between the first and second planar portions (14a, 14c), a terminating edge (12d) on one end of the second planar portion (14c), and an inner contacting surface (14e) extending along the first and second planar portions (14a, 14c) and the non-planar portion (14b). A flexible part (16) flexibly connects the first and second members (12, 14) for defining a holding space (18) between the inner contacting surfaces (12e, 14e) of the first and second members (12, 14). A part of the inner contacting surface (14e) of the non-planar portion (14b) resiliently contacts a part of the inner contacting surface (12e) along the second planar portion (12c) to define a pinch zone (20) for retaining the brandsign (100) in the holding space (18). The terminating edge (14d) extends outwardly and flares divergently away from the terminating edge (12d) to define an entry zone (30) for receiving the brandsign (100) and thereby facilitating entry of the brandsign (100) into the pinch zone (30).