PSQ Holdings sells Every Life for US$5.5 million in cash, focusing on core fintech business
PSQ Holdings, Inc. announced that it has entered into a definitive agreement to sell its directly-operated baby product brand EveryLife to FreeHold Brands, LLC for $5.5 million in cash. The transaction is expected to close by September 30, 2026, subject to customary closing conditions. The sale marks a clear shift in PSQ Holdings' strategic focus. The company has listed EveryLife as a discontinued business starting from the third quarter of 2025, reflecting its stated intention to divest non-core assets and concentrate resources on developing its core payment and financial infrastructure businesses. The chairman and CEO of PSQ Holdings said that signing this agreement is an important step for the company to focus on its core financial technology business while liquidating assets that no longer meet its long-term goals. As a directly-operated baby products brand with the mission of "supporting life", EveryLife has grown rapidly since its founding in July 2023. It has donated more than 3 million diapers and 2.5 million wet wipes, and expanded to female care product lines. However, PSQ Holdings believes that this business belongs to the field of consumer goods and is inconsistent with its core positioning of building a payment and financial infrastructure platform for regulated industries. The all-cash transaction is expected to bring non-dilutive funding to PSQ Holdings' balance sheet, further strengthening its capital position. As EveryLife has been classified as a discontinued operation, the sale is not expected to have a financial impact on the company's ongoing operations. Upon completion of the transaction, the company will completely exit the direct-to-consumer commerce space and focus on providing payment and consumer financing solutions to industries underserved by traditional financial institutions.