A display fixture system for holding and displaying merchandise for sale comprises:a) a first substantially flat display panel having a front face, two side edges, a top end and a bottom end;b) a pair of side walls integral with the first panel side edges and extending from the top end to the bottom end of the first display panel and each of the side walls extending perpendicularly and rearwardly of the first display panel from a respective side edge;c) a pair of strengthening strips provided in the first panel and which are proximate respective side walls, each of the strengthening strips projecting outwardly of the panel front face and being integral therewith. The strengthening strips each extending from the top to the bottom end of the display panel;d) devices for removably attaching to the first display panel front face a merchandise shelf hook or the like for holding and displaying the merchandise; ande) a device for holding the display panel system in an substantially upright position.The display panel provides a load bearing structural unit of exceptional strength yet readily manufactured and readily installed to provide a variety of display designs.