A shelf divider (40, 50, 60, 70, 90) exhibiting a longitudinal direction and comprising; - an elongate base member (41, 51, 61, 71, 91) extending in the longitudinal direction and arranged to be supported on a shelf, the base member having a front edge extending perpendicular to the longitudinal direction, said front edge being provided with front fixation means arranged for fixation of the shelf divider to a front fixation member attached along a front portion of a shelf; - a longitudinally extending divider wall (42, 52,62, 72, 92) which is fixed to and projects upwards from the base member; and - a feeder in the form of a longitudinally displaceable pusher which is arranged to be urged towards the front edge of the base member; wherein - the base member is provided with first product supporting means (97a, 97b) and first feeder guiding means, arranged to guide a longitudinally displaceable feeder (100, 120, 220), which first product supporting means and pusher guiding means are arranged at a first longitudinal side of the divider wall,; - the base member is provided with second product supporting means (97a'. 97b') and second feeder guiding means which second product supporting means and feeder guiding means are arranged at a second longitudinal side of the divider wall; whereby - the pusher is arranged to be guided optionally by the first and the second feeder guiding means and wherein - the pusher comprises an extendable and retractable extension plate, characterized in that the extension plate is rotatable between a non-extended position, a first horizontally extended position, a vertically extended position and a second horizontally extended position, the second horizontally extended position being separated from the first horizontally extended position by 180° rotation. - an elongate base member (41, 51, 61, 71, 91) extending in the longitudinal direction and arranged to be supported on a shelf, the base member having a front edge extending perpendicular to the longitudinal direction, said front edge being provided with front fixation means arranged for fixation of the shelf divider to a front fixation member attached along a front portion of a shelf; - a longitudinally extending divider wall (42, 52,62, 72, 92) which is fixed to and projects upwards from the base member; and - a feeder in the form of a longitudinally displaceable pusher which is arranged to be urged towards the front edge of the base member; wherein - the base member is provided with first product supporting means (97a, 97b) and first feeder guiding means, arranged to guide a longitudinally displaceable feeder (100, 120, 220), which first product supporting means and pusher guiding means are arranged at a first longitudinal side of the divider wall,; - the base member is provided with second product supporting means (97a'. 97b') and second feeder guiding means which second product supporting means and feeder guiding means are arranged at a second longitudinal side of the divider wall; whereby - the pusher is arranged to be guided optionally by the first and the second feeder guiding means and wherein - the pusher comprises an extendable and retractable extension plate, characterized in that