Merchandising display stand

A multi-component merchandizing stand having tiered article support racks and/or trays which are interchangeably mounted for rotational movement with respect to a vertical support column so that a plurality of varied items may be selectively arranged and displayed from a common support base.

BACKGROUND OF THE INVENTION 
1. Field of the Invention 
This invention is generally directed to support or display stands for 
displaying articles of merchandise in retail establishments and more 
particularly to a display stand having interchangeable article support 
components which are either directly rotatably mounted to a vertical 
support assembly or are removably mounted to brackets which are rotatably 
mounted to the vertical support assembly. The article display stand is 
designed to permit a plurality of different types of merchandise to be 
displayed from a common support which is assembled and disassembled 
without requiring the use of tools. Each of the display hooks, racks 
and/or trays is carried in rotational relationship with respect to the 
vertical support so as to enable merchandise supported thereby to be 
rotated through an entire circle thereby enabling the merchandise to be 
displayed along the entire periphery of each display stand. 
In a preferred embodiment of the invention, the merchandise elements are 
removably mounted to brackets which are rotatably carried by the vertical 
support assembly of the display apparatus. The support elements are 
designed to be slideably engaged with respect to the support brackets in 
such a manner that the support elements may be selectively spaced to alter 
the display of merchandise supported on the stand. 
The tiered display stand of the present invention includes a plurality of 
vertically interlocking post members each of which includes an upper 
bearing surface for supporting the article support components so that such 
components are rotatably mounted with respect thereto and are selectively 
arrangeable by the merchandiser depending upon the space, location and 
effect to be achieved using the display stand in a given area. 
2. History of the Related Art 
One of the key factors in successful merchandising is the creation of an 
artistic display which allows the merchandise to be set off in such a 
manner as to be immediately recognizable and accessible to the consumer. 
Numerous inventions have been directed to various stands and display 
devices for supporting articles of merchandise in a store or other 
commercial environment. There have been numerous stands developed which 
are floor supported and in which folded, draped, suspended or other types 
of merchandise may be supported in order to be viewed by the consumer. The 
primary purpose is to make merchandise readily available to potential 
purchasers in a compact and imaginative arrangement. 
In some environments, display stands are specifically designed to set off 
or emphasize the merchandise being displayed. For instance, in jewelry 
stores and the like, large display stands are generally frowned upon. 
Instead, use is made of tastefully arranged countertop display stands for 
supporting earrings, chains and other articles. Such smaller stands are 
preferred as the entire theme of the retail establishment is one of 
elegance and delicacy about the articles which are being sold. On the 
other hand, in larger retail establishments in which a plurality of 
varying types of merchandise are displayed, it is generally preferred to 
provide as much display space in a single stand as is possible so that as 
much merchandise is made available to the potential consumer as is 
possible without requiring additional floor or counter space. This is 
particularly true in view of the high cost of retail space in most areas. 
It is therefore important in the display of retail goods to provide a 
pleasant display which meets the particular needs of a retail 
establishment and which functions to display the articles of merchandise 
in a manner commeserate with the types of goods being offered for sale. 
Generally, most display stands which have been designed and constructed 
have been directed to specific articles of manufacture and are therefore 
not appropriately designed to function as display stands for a plurality 
of differently styled goods which may be offered for sale in various 
commercial establishments. For instance, a standard key chain or novelty 
type countertop display may take the shape of a rotating display rack 
having a central post which is rotatably mounted to a base. The rotatable 
rack may include a plurality of outwardly extending and vertically spaced 
support arms or hanger elements upon which merchandise is supported. Such 
a display permits merchandise to be suspended totally around the rack 
thereby saving valuable counter or shelf space. The consumer need only 
rotate the rack in order to view one of the articles carried around the 
perimeter thereof. In addition, such racks enable merchandise to be 
displayed in a tandem relationship along each of the article support hook 
and in vertically spaced relationship with respect to one another around 
the rotatable support column. Unfortunately, such display stands utilize a 
single type of support arm or hook and are designed to support only 
specific types of similar items. For example, such prior art display 
stands include a plurality of arms of similar design upon which similar 
types of articles are supported such as blister packs having a shaped 
opening through a backing surface so that the support arms fit through 
such openings. Therefore, such prior art display devices are not designed 
to display a plurality of differently packaged and/or shaped goods on a 
single rotatable column. 
Other prior art display stands are of a type which may include a plurality 
of horizontally oriented and vertically spaced rotatable shelf elements 
which support loose items of merchandise or layered items of merchandise 
depending upon the particular nature of the items being displayed. For 
instance, in many retail establishments, seed packages and other type thin 
package displays are mounted in horizontally oriented rotatable racks with 
each package of a particular variety being tandemly oriented. By rotation 
of each of the shelves of the rack, a consumer may select a given package. 
Again, however, the entire stand or rack is configured to support similar 
items, and therefore, each of the shelf elements is structurally similar 
and not designed for use with a variety of differently styled or 
differently packaged consumer items. 
Other conventional display stands are specifically designed to be floor 
mounted. These types of stands are not adequate for the use of a retailer 
in displaying small articles or consumer goods in confined areas or along 
countertop areas as discussed above with respect to the merchandiser in 
the jewelry business. In addition, such stands are not easily disassembled 
or rearranged in order to change the component parts thereof and thereby 
create different visual displays. 
The most frequently used display stands which most consumers encounter are 
of a fixed type and are only alterable by adjusting the merchandise 
support elements themselves. Such display devices may include a pegboard 
material having a plurality of hook or shelf elements adjustably supported 
therein. The hook or shelf elements may be adjusted vertically and 
horizontally with respect to one another depending upon the type of 
merchandise which is to be supported thereon. Unfortunately, such fixed 
displays do not permit a rotational movement of the display and are also 
not condusive for both floor or countertop use. 
Some example of prior display stands include U.S. Pat. Nos. 2,941,669 to 
Palay et al; 3,266,634 to Tintary; 3,469,708 to Pennington; 3,583,568 to 
Crosslen; 3,756,421 to Wilkins; 3,788,489 to Cimino; 3,998,334 to Smith; 
4,211,331 to Salmon et al.; and 4,614,272 to Shelton et al. 
SUMMARY OF THE INVENTION 
This invention is generally directed to a merchandising display stand 
having a plurality of interchangeable and selectively useable article 
support elements which may be selectively carried and supported with 
respect to an expandable or vertically extendable column so that a 
plurality of the support elements may be rotatably carried by the vertical 
support column in vertically spaced relationship with respect to one 
another. The vertical support column includes a plurality of interlocking 
support posts which are generally similarly designed to be interchangeable 
with one another and which are carried by a support base. Each of the 
vertical support posts includes an upper bearing surface defined by a 
female joint or socket and an outwardly extending flange upon which the 
article support elements including trays, racks and the like are rotatably 
seated. In some embodiments of the invention, a rotatable support bracket 
may be selectively carried by the bearing surface of one or more of the 
tiered vertical support posts so as to be rotatable with respect thereto 
and which is designed to support a plurality of separate shelf and/or hook 
elements so that a number of differing sizes and styles of merchandise may 
be displayed therefrom. 
In a preferred form of the invention, the support brackets which are 
rotatably carried about the bearing surfaces of the vertical posts are 
molded of a plastic material having pairs of spaced upper and lower flange 
portions which define upper and lower channels in which sliding hook 
elements are slideably received. Each of the hook elements is adjustable 
along a portion of the length of the support brackets so as to be 
selectively positioned outwardly with respect to the vertical axis of the 
support column and is retained in generally fixed position by friction 
retaining stops which are integrally molded to the bracket elements. 
In another embodiment of the invention, the bracket elements may support 
shelf-like trays having outwardly extending mounting flanges arms which 
engage the bracket and support the trays in horizontal and perpendicular 
relationship with respect to the vertical support column of the invention. 
In a further embodiment, separate shelves and/or hanger rack assemblies 
may be directly mounted to the support column in vertically spaced 
relationship to one another. 
In addition, the upper portion of the display stand of the present 
invention may also include an advertising or other type of indicia display 
which is fixedly mounted to the uppermost vertical support column so that 
the indicia thereon is displayed to consumers. 
It is a primary object of the present invention to provide a multi-purpose 
merchandising display stand which can be utilized either as a floor 
mounted display stand or as a countertop display stand and which has 
interchangeable article support elements or components which may be 
assembled thereto in order to allow a plurality of varying types of 
merchandise to be supported thereon. 
It is another object of the present invention to provide a merchandising 
display stand having a plurality of vertical post elements each of which 
carries an upper bearing surface upon which an article display rack or 
tray may be selectively rotatably supported when the post elements are in 
locked relationship with respect to one another. In this respect, the 
display stand is generally formed of a plastic material with each of the 
bearing surfaces being formed of molded plastic elements which reduce the 
amount of friction between the article support trays and/or racks and 
bearing surface so as to permit a free rotation of the racks and/or trays 
with respect thereto. 
It is also an object of the present invention to provide a merchandising 
display rack which enables a plurality of tiered and vertically spaced 
hook elements to be rotatably oriented about a vertical support column and 
maintained in outwardly spaced relationship with respect thereto so as to 
insure proper spacing of articles of merchandise supported therefrom 
during use. 
It is another object of the present invention to provide a merchandising 
display rack which permits a plurality of differently packaged consumer 
goods to be displayed from a single support column and base so that 
hanging goods as well as shelf supported goods may be displayed upon a 
common stand and may be rotationally supported by the stand so as to 
permit the goods to be adjustably displayed. 
Another object of the present invention is to provide a low cost and 
extremely durable display stand which can be utilized as a countertop 
display having a plurality of tiered rotational elements mounted thereto 
and which may be expanded to a floor type display without having to 
increase the support integrity of the vertically oriented column elements 
of the stand. 
A yet further object of the present invention is to provide a display rack 
for articles of merchandise which can be easily assembled and disassembled 
without the use of any tools and which may be transported from one point 
to another by simply disengaging the components thereof from frictional 
engagement with respect to one another. 
It is another object of the present invention to provide a merchandising 
display rack which is designed to be utilized not only in a permanent 
nature in a retail store but which may be utilized by sales personnel by 
having a plurality of interlocking components which may be easily 
disengaged and hand-carried from point to point and yet be assembled to 
provide either a floor or countermount display from which articles may be 
either supported or suspended from hook, tray or rack type components.

DESCRIPTION OF THE PREFERRED EMBODIMENT 
With continued reference to the drawings, the article merchandising support 
stand 20 of the present invention is shown in FIG. 1 as including a base 
member 21 having a plurality of outwardly and downwardly extending leg 
portions 22 which support the stand in stabilized relation with respect to 
a horizontal surface. Each of the leg portions includes a generally 
vertically oriented hollow sleeve 23 which frictionally receives the shaft 
of friction pad member 24 which are used to retain the base in 
non-slideable engagement with the support surface. The hub portion 25 of 
the base includes a central opening 26 which is defined by a depending 
annular wall or sleeve 27. A locking ring 28 is securely mounted in axial 
alignment with the lower portion of the annular sleeve 27 and includes a 
pair of spaced recesses or openings 29 therein for purposes of which will 
be described in greater detail hereinafter. 
The merchandising support stand of the present invention is designed to be 
extendable to varying vertical elevations and includes a plurality of 
interchangeable vertical support posts 30. Each vertical support post 30 
includes an upper female connecting socket 31 having annular side walls 32 
defining a central opening therein. A pair of recesses 33 are provided 
through the base portion of each of the annular walls 32. An annular 
flange 34 extends outwardly perpendicularly with respect to the base 
portion of the annular walls 32 and provides a bearing surface for 
purposes of which will be described in greater detail hereinafter. 
The lower portion of each of the vertical support posts 30 includes a 
hollow male locking member 35 having generally annular side walls 36. A 
pair of opposing notches 37 are made in the side walls and extend along a 
substantial portion of the length thereof in order to permit the end 
portions 38 to be compressible towards one another. A pair of locking 
detents 39 are also provided along the end portions 38 of the male locking 
members 35. In practice and when aligning one vertical support post with 
respect to another, the male end of one support post is inserted into the 
socket 31 defined by the side walls 32 in the adjacent support post and 
thereafter the male locking member 35 urged inwardly with respect to the 
female socket until the locking detents 39 engage in the recesses 33. In 
this position, the posts are retained in non-rotational assembled 
relationship with respect to one another. Due to this locking arrangement, 
the outer diameter of the male locking member 35 is generally equal to the 
inner diameter of the female connecting socket as defined by the inner 
surfaces of the annular walls 32. Upon insertion of the male member, the 
U-shaped openings therein will allow the end portions 38 of the male 
members to be compressed inwardly to permit the locking detents 39 to 
travel along the length of the female socket until being urged outwardly 
into the recesses 33. In a like manner, the male locking member of the 
lowermost post 30 will be selectively inserted in the opening 26 in the 
base and retained therein as the detents 39 engage within the recesses 29. 
The male locking member 35 extends outwardly and perpendicularly with 
respect to a flange element 40 which is integrally molded or formed with 
the lower portion of the article support post. In this manner, when a pair 
of vertical support posts are locked into engagement with one another, the 
flanges 34 and 40 will provide spaced bearing surfaces for limiting the 
vertical movement of articles which will be rotatably supported about the 
female connecting socket 31. 
With particular respect to FIG. 3, the cross section of the support posts 
indicates that the posts are constructed having an elongated central 
rectangular portion 41 having oppositely oriented rib portions 42 
extending perpendicularly with respect thereto. The central rib portions 
42' are shown as extending outwardly a greater distance with respect to 
the central body portion 41. The cross sectional shape of the body is such 
as to define a circle when rotated through 360.degree. . 
As previously mentioned, the outer walls of the female connecting sockets 
31 of each of the support posts together with the adjacent flange elements 
34 provide bearing surfaces about which various article support components 
may be selectively rotatably seated. With particular reference to FIGS. 1, 
4 and 5, in a preferred form of the embodiment, a bracket member 46 is 
shown as being received about the bearing surface or outer walls 45 of the 
female socket 31 of each post 30. Each bracket member includes a central 
annular hub 47 having an opening therethrough which is of a diameter which 
is just slightly greater than the outer diameter defined by the walls 45 
of the female connecting socket. The central hub 47 is adapted to be 
received over the female connecting socket and between the upper flange 34 
of the lower support post 30 and the lower flange 40 of the adjacent upper 
support post. In addition, the length of the hub element 47 of each 
bracket member is substantially equal or slightly less than the distance 
between the flanges 34 and 40 when locking posts are assembled in locked 
engagement with respect to one another. In this manner, the hub portion of 
the bracket will permit the bracket to be freely rotatable within the 
bearing surface as defined between the joined post members. 
Each rotary bracket further includes a pair of outwardly extending arm 
portions 48 which are diametrically opposed with respect to one another on 
either side of the hub 47. Each arm portion 48 is shown as having upper 
and lower generally U-shaped vertically extending wall portions 49 and 50, 
respectively. The U-shaped wall portions 49 and 50 define elongated 
recesses or channels 51 and 52 which are separated by an integrally formed 
web 53 which is disposed between the vertically extending walls 49 and 50 
and generally perpendicular with respect thereto. As shown in FIG. 5 of 
the drawings, the cross sectional view taken through each of the arm 
portions 48 discloses that the cross section is in the form of an H 
wherein the reinforcing web 53 is integrally connected to the upper and 
lower wall portions 49 and 50. 
A pair of opposing openings 55 are provided along each of the lower 
portions 50 of each arm portion 48 and adjacent the hub 47. The openings 
55 are provided to permit one or more hanger elements 60 to be supported 
in adjustable relationship with respect to each outwardly extending arm 
48. The hanger 60 includes an outwardly extending planar body 61 having a 
raised rib 62 disposed centrally along the upper surface 63 thereof which 
rib serves as a guide for the keyed openings in packaging. The ends have 
an upwardly extending lip 64 to prevent accidental displacement of 
articles carried on the hangers. The innermost portion of each hanger 
element includes generally C-shaped mounting clip portions 65 having upper 
and lower opposing retaining flanges 66 and 67, respectively. The C-shaped 
clips of each of the hanger elements 60 are designed to be cooperatively 
received and supported by the arms 48 of each of the brackets 46. With the 
C-shaped clip portions of each of the hanger elements aligned 
perpendicularly with the openings 55 in each arm, the upper flange 66 of 
the mounting element may be raised and lowered into the elongated recess 
51 created between the upper vertically extending walls 49. Thereafter, by 
urging the bracket against the arm, the lower projection or flange 67 will 
pass inwardly of the openings 55 to be thereafter slidingly received along 
the lower channels 52 in each arm. The hanger elements may thereafter be 
adjusted along the length of each arm element and selectively positioned 
as desired. 
In order to securely support each hanger element 60 in a fixed horizontal 
position relative to the hub 47 of each of the bracket members, a 
plurality of integrally formed raised stop members 68 are spaced along the 
lower vertical wall portion 50 of each arm of the bracket. Each of the 
stops is spaced apart a distance slightly greater than the width of each 
of the hanger elements. In this manner, the hanger elements may be 
frictionally urged over the stop members as the hanger elements are moved 
inwardly or outwardly with respect to the arms. Inadvertent movement of 
each of the hanger elements is thereafter prevented by the adjacent stop 
members. 
With reference to FIG. 1 of the drawings, a countertop model or 
configuration of the support stand of the present invention is disclosed 
having a pair of vertically spaced bracket members rotatably carried by 
two support posts elements which are locked in engagement with one 
another. In order to retain the upper bracket member in revolving 
engagement with the female connecting end of the upper support post, a 
closure or header cap 70 is provided so as to be cooperatively received 
within the socket defined by the walls 32 of the adjacent post member. The 
cap is only utilized to finish off a vertical series or arrangement of 
support posts and complementary article support components. Each cap 
includes a vertically depending hollow male locking portion 71 which is 
defined by annular side walls 72. U-shaped openings 73 are provided in the 
lower portion of the side walls 72 for purposes of allowing the lowermost 
end elements thereof to be yieldable so as to be urged inwardly with 
respect to one another as has been described with respect to the male 
locking portion of each of the vertical posts. In order to lock the cap 
into place within the recess 39 defined by the adjacent vertical support 
post, a pair of lower detents 74 extend outwardly from the lower portion 
of the annular walls 72 and are of a size to be selectively received 
within the recesses 33 created in the female connecting socket portion of 
the adjacent vertical support post. An outwardly extending flange 75 
limits the depth of penetration of the male locking portion of the cap 
member with respect to the adjacent support post. If desired, a pair of 
spaced flange members 76 may be integrally formed with the cap member and 
extend upwardly therefrom. A space is defined between the flange members 
76 in which any type of display or identification card may be selectively 
received. 
In the use of the adjustable merchandising stand of the present invention 
as shown in FIG. 1, after the lower support post 30 has been locked into 
engagement with the base 21, a first bracket member 46 is mounted over the 
bearing surface defined by the upper female connecting portion of the 
vertical support post. Thereafter, the second vertical post is mounted 
within the lower vertical support post and secured thereto by engagement 
of the locking detents 39 within the recesses 33 of the adjacent female 
connecting socket. A second bracket assembly 46 is thereafter placed in 
rotational engagement with the female end or connecting socket of the 
upper support post, and thereafter, a cap member 70 is engaged within the 
upper female connecting socket and secured as previously discussed. 
Afterward, any number of hanger elements 60 may be mounted on the upper 
and lower bracket members and spaced as desired to support whatever 
merchandise is to be displayed. 
In the event it is desired to add additional tiers of rotary support 
brackets, additional vertical posts 30 and bracket members 46 are 
installed in assembled relationship in the same manner as discussed above 
with respect to the embodiment of FIG. 1. 
In some instances, it may be desired to display merchandise other than by 
supporting such merchandise on hanger or hanger elements such as those 
shown at 60. As an alternative, the present invention utilizes varying 
forms of article display components as shown in FIGS. 8-11 of the 
drawings. With particular respect to FIG. 8 of the drawings, a 
merchandising tray 80 is disclosed having the general configuration of a 
half circle. The trays 80 are designed to be interlocked and carried by 
each of the support arms 48 of the bracket members 46. Each tray 80 
includes an inner wall 81 and an outer arcuate wall 82. A pair of upper 
and lower mounting clips or flanges 83 and 84, respectively, are 
integrally formed with the inner wall 81 of the trays. Each of the 
mounting clips includes end portions which extend generally parallel with 
the wall 81 and which serve to engage the vertically extending upper and 
lower walls 49 and 50 of each of the arm elements of the bracket. The 
mounting elements are slightly flexible so as to permit the upper clips 83 
to be inserted within the elongated recess 51 in the bracket arms and 
thereafter the shelf and rotated with respect to the arms until the 
locking clips 84 engage within the lower elongated recesses 52. As shown, 
two of the shelves 80 may be secured to each arm element of the bracket. 
As the shelf elements 80 will be mounted along the entire length of each 
bracket, the central portion of the wall element 81 includes a concavely 
shaped portion shown at 85 which permits clearance for the hub portion 47 
of each bracket. 
With particular reference to FIG. 10, as opposed to utilizing a solid 
support tray, it may be desired to utilize an open support rack 
configuration such as that disclosed at 90. The rack 90 includes an inner 
wall portion 91 having pairs of spaced upper and lower mounting flanges or 
clips 92 and 93, respectively, extending therefrom. The mounting clips 92 
and 93 are shaped identically to the mounting clips 83 and 84 utilized 
with the semi-circular tray elements 80. Each of the mounting clips is 
adapted to be received within the elongated recesses 51 and 52 formed in 
the arms of the brackets 46. The size of each clip element is also 
suitable to insure that an opposing rack member may be mounted within the 
same recesses 51 and 52 without obstruction to the opposing rack member. 
Each rack assembly 90 also includes an outer generally U-shaped wall 
portion 94 which is integrally connected at its ends to the inner wall 91. 
A pair of intermediate merchandising support rods 95 and 96 are mounted 
between the in wall 91 and outer walls 94. Support rod 95 extends from the 
intermediate portion of the inner wall 91 to the intermediate outer 
portion of the outer wall 94 while the support rod 96 extends generally 
parallel with respect to the support rod 95 and is supported at its end by 
the outer wall 94. The rack configuration shown in the drawings is 
condusive to supporting items of jewelry such as chains, pendants, 
necklaces and the like. 
In the event it is desired to display larger articles of merchandise from 
the display stand, the vertical support post may be utilized to rotatably 
support circular merchandising shelves 100 as shown in FIG. 9 or generally 
circular merchandising racks 110 as shown in FIG. 11. The merchandising 
trays or shelves 100 are designed having an outer upstanding circular wall 
101 which defines the perimeter of the tray support surface 102. A central 
sleeve 103 is provided in the middle of the shelf element and defines an 
elongated opening which is generally the same dimension as the openings 
through the bracket members 46 as discussed above. In a like manner, the 
sleeve 103 is generally of the same vertical extension and dimension as 
each of the hub portions 47 of the bracket members. The round tray or 
shelf elements are therefore adapted to be fitted directly over the female 
connecting or end portions of each of the vertical support posts so as to 
be rotatable with respect thereto and between the spaced flange elements 
34 and 40 of one post and an adjacent post. 
The circular article display rack 110 also is designed to be directly 
supported about the female connecting end portions of the vertical support 
posts. The circular racks 110 include inner and outer concentric annular 
support elements 111 and 112 which are maintained in spaced relationship 
with respect to one another by radially extending bracket portions 113. 
The radial bracket portions are generally equally spaced around and extend 
from a central annular sleeve 114 which is of the same size and 
configuration as the sleeve 103 discussed above with respect to the shelf 
configuration shown in FIG. 9. An opening is provided within the sleeve 
114 for purposes of permitting the rack to be mounted over the female 
connecting end portion of a vertical support post. As with the embodiment 
of the merchandising tray disclosed in FIG. 9, the merchandising rack of 
FIG. 11 is rotatably mounted with respect to the support post so as to 
enable the rack to be oriented through 360.degree. to allow a consumer to 
inspect any articles displayed around the entire periphery of the rack. 
In the use of the invention with the elements disclosed in FIGS. 8-11, any 
of the alternative tray or rack configurations may be selectively utilized 
with the vertical support posts of the present invention. In various 
combinations, the rotary brackets 46 may be utilized to support pairs of 
rack elements 90 or tray elements 80. In some instances, the brackets may 
be removed and replaced by the rotary tray or shelf shown in FIG. 9 or the 
rotary rack disclosed in FIG. 11. Alternatively, varying combinations of 
rotary racks, trays, brackets and hooks may be utilized as desired by the 
merchandiser. Therefore, a plurality of varying sizes and configurations 
of merchandise may be selectively displayed on a common vertical support 
with such displays being selectively altered as desired by the 
merchandiser.