A packing box (1) comprises a separation line (60) in a shipping configuration, the separation line allowing to separate a separation part (2) from the packing box to leave a display part (3) in a display configuration. Panels (10, 20, 30, 40, 50) are sequentially connected to one another from a first panel (10) to a last panel (50), and flaps (11, 12, 21, 22, 31, 32,41, 42, 51, 52) are connected to the panels. The flaps in cooperation with one another define further sides of the packing box in the shipping configuration, and adjacent flaps that are connected to adjacent mutually connected panels are attached to one another. The separation line extends through a single panel from a first separation line end (60.1) associated with a position between adjacent first separation and display flaps (21, 31) to a second separation line end (60.2) associated with a position between adjacent second separation and display flaps (22, 32), the first and second separation flaps being associated with the separation part and the first and second display flaps being associated with the display part. The first and second separation flaps, and the adjacent first and second display flaps are attached to one another, respectively, in a releasable manner.