Divers Direct Buys Scuba Catalog

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Divers Direct has bought scuba-gear catalog and Internet marketer Performance Diver, the diving-equipment retailer said.


The acquisition will boost the total annual catalog circulation of Divers Direct to more than 1.5 million. Financial details of the transaction were not disclosed.


In an effort to retain Performance Diver customers, Divers Direct is including all members of Performance Divers' loyalty program, the Performance Dive Club, in its own Direct Rewards loyalty program for free. Divers Direct also is providing Performance Diver loyalty customers with gift certificates and other services such as discounts on air-tank refills and magazine subscriptions.


Divers Direct, Deerfield Beach, FL, markets more than 25,000 diving products through retail, catalog and Internet marketing. Performance Diver is based in Chapel Hill, NC.


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