Divers Direct acquires Performance Diver

Deerfield Beach, FL—Holiday Diver, which mailes the Divers Direct catalog, has acquired its chief competitor: Chapel Hill, NC-based scuba diving catalog Performance Diver. The combined catalog will now have a combined annual circulation exceeding 1.5 million.

Founded in 1984 as Divers Outlet in Key Largo, FL, Divers Direct stocks more than 25,000 products for scuba divers and snorkelers, selling via catalog, retail, Internet, and travel market segments. As part of the transition, Divers Direct is enrolling each Performance Diver Club member into its own Direct Rewards membership program.