To brightly illuminate the whole display shelf by making a lighting fixture itself into the shape of a tape, thin and small, while eliminating a wiring cord by passing low-voltage power to a shelf structure.

A left-hand side metallic shelf pole 1, and a right-hand side metallic shelf pole 2 are connected with a positive terminal and a negative terminal of a power supply adapter 3, respectively. The power supply adapter 3 is connected with AC power supply through a switch 4 and an AC power supply plug 5 and constituted to supply direct current 12 V to the shelf poles 1 and 2. Metallic shelf support fittings 6 and 7 are fixed to fitting holes of right and left shelf poles 1 and 2, respectively, and vertical position of the shelf is decided by mounting a shelf board 8 thereon. An LED tape 9 where a plurality of high luminance LED emitting objects are arranged side by side is stuck on the underside of the upper shelf board 8, and terminals (positive terminal 10 and negative terminal 11) of both ends of the LED tape 9 are constituted to contact to the shelf support fittings 6 and 7, respectively.