A merchandise display system is presented. The display system includes a support frame, a plurality of shelves disposed on the support frame, and a plurality of dividers coupled to each shelf. Each shelf includes a base having a plurality of arcuate surfaces extending continuously as tangent radii from a front end to a rear end of the base. In one embodiment, the arcuate surfaces and the dividers cooperate to define a plurality of lanes. Each lane is dimensioned to accommodate a front to back column of merchandise items. When a merchandise item is placed at the rear end of one of the lanes, the merchandise item traverses the lane by gravity to the forward end of the lane such that the merchandise item is presented to a prospective consumer in a substantially upright and forward facing position.