A carton has a lifting panel, at least one alternate lifting panel, side, front and rear panels that collectively define an interior space for receiving a heavy weight of non-reel coil of filamentary material or coil products such as wire. The panels may include three hand holes, two of which are reinforced by two adapters insertable into the interior space. One form of adapter is assembled from a blank of foldable material and has top, front, bottom and back walls reinforced by gusset plates which are located remotely from the side edges of the top and bottom walls. The maximum width of the adapter top and bottom walls is less than the distance between opposed side panels of the carton. First and second retention members are formed in the panels and extend into the interior space of the carton where they are engageable with the adapters to support them adjacent a hand hole.