The pending all-cash divestiture is expected to deliver non-dilutive capital and advance the Company's exit from direct-to-consumer commerce as it sharpens its focus as a payments and financial infrastructure company

PSQ Holdings, Inc. (NYSE:PSQH) ("PSQH" or the "Company") announced today that it has entered into a definitive agreement to sell EveryLife, its direct-to-consumer diaper and baby products brand, to FreeHold Brands, LLC, for gross proceeds of $5.5 million in cash, before transaction fees and customary adjustments. The transaction is expected to close by September 30, 2026, subject to customary closing conditions.

The Company has reported EveryLife as discontinued operations since the third quarter of 2025, reflecting the Company's previously stated intention to divest non-core assets as it concentrates on its core payments and financial infrastructure businesses.

Transaction Highlights

The completion of the sale would deliver non-dilutive cash to the Company's balance sheet, further strengthening its capital position without issuing equity. It would also complete the Company's divestiture of its direct-to-consumer products division. This continues streamlining an already lean, highly capable organization built around, and now exclusively focusing on, a core fintech business providing a singular payments and consumer financing platform for highly regulated industries. Because EveryLife has been classified within discontinued operations, the transaction is expected to have no impact on the Company's continuing operations.