Divers Direct Drops Print Catalog

Cataloger retailer Divers Direct is dumping its print book. The scuba gear merchant announced June 23 it will not publish its traditional summer print catalog. Instead, it expects customers will shop from its Website or visit its stores.

Dania Beach, FL-based Divers Direct says its decision to halt its print catalog is a move to go green. CEO Kevin Senecal said in a statement that most Divers Direct customers research online, and most of them subscribe to its newsletter, “so they really don’t need the extra bulk of paper in their mailbox.”

What’s more, Diver’s Direct’s business is based largely on eco-friendly consumers, Senecal said. Not printing a catalog will reduce its carbon footprint by eliminating the need for nearly 40,000 lbs. of paper.