Knock down store display fixture

In a display fixture having a frame and at least one base, said frame including at least one hollow upright having a rectangular cross-section and an open bottom, such upright opening having a predetermined width and a predetermined depth, an improved joint for attaching said base to said frame comprising a rigid elongated flat strap having two sides and two ends, means attaching one of said strap ends to said base with said strap extending longitudinally upwardly from said base, said strap having a width slightly less than said predetermined width for telescoping from the open bottom into the upright opening with one of said strap sides abutting an interior side of said upright, two clips extending from the other of said strap sides with one of said clips located at the end of said strap spaced from said base and the other of said clips located near said base, each of said clips and said strap having a combined maximum depth slightly greater than said predetermined depth for an interference fit within the upright opening, whereby, when said strap is telescoped into the upright opening, said strap and the attached clips frictionally engage said upright.