# PSQ Holdings, Inc. (PSQH-WT) — divestiture/asset_sale [pending]
Source: SEC API (secapi.ai) · situation sit_11c328ef15c3958ce5b0 · retrieved 2026-08-11T16:13:53.354Z

## Overview
PSQ Holdings, Inc. is a payments and financial infrastructure company that builds and operates financial infrastructure in highly regulated environments for industries underserved by traditional financial institutions, including businesses, campaigns, and nonprofits.

PSQ Holdings, Inc. announced on July 28, 2026 that it had 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. EveryLife has been reported as discontinued operations since the third quarter of 2025, reflecting the company's intention to divest non-core assets as it concentrates on its core payments and financial infrastructure businesses.

## Terms
- Counterparty: FreeHold Brands, LLC · Deal value: $5.5M · Consideration: cash

## Key dates
- Announced 2026-07-31 · Expected close 2026-09-30

## Timeline
- 2026-07-31 · 8-K (0001104659-26-088966): 8-K - PSQ Holdings, Inc. — *PSQ Holdings, Inc. operates EveryLife, a direct-to-consumer brand manufacturing and marketing diapers, baby wipes, training pants, soaps, lotions, feminine care products, and related items.* PSQ Holdings, Inc., through its wholly owned subsidiaries EveryLife, Inc. and EveryLife Women, LLC, entered into an Asset Purchase Agreement with FreeHold Brands, LLC on July 28, 2026 (filed July 31, 2026) to sell the EveryLife direct-to-consumer diaper and baby products business for $5.5 million in gross cash proceeds, subject to customary adjustments including a dollar-for-dollar reduction if the FPCN Account balance falls below $1,000,000 at closing. The Purchased Assets include inventory, tangible personal property, e-commerce storefronts, digital accounts, customer and subscriber data, business records, intellectual property, and assigned contracts. Closing is expected by September 30, 2026, subject to customary closing conditions.
  https://www.sec.gov/Archives/edgar/data/1847064/0001104659-26-088966.txt
- 2026-08-04 · 8-K (0001104659-26-090026): 8-K - PSQ Holdings, Inc. — *PSQ Holdings, Inc. is a payments and financial infrastructure company that builds and operates financial infrastructure in highly regulated environments for industries underserved by traditional financial institutions, including businesses, campaigns, and nonprofits.* PSQ Holdings, Inc. announced on July 28, 2026 that it had 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. EveryLife has been reported as discontinued operations since the third quarter of 2025, reflecting the company's intention to divest non-core assets as it concentrates on its core payments and financial infrastructure businesses.
  https://www.sec.gov/Archives/edgar/data/1847064/0001104659-26-090026.txt

## Citations
- 0001104659-26-088966 — https://www.sec.gov/cgi-bin/browse-edgar?action=getcompany&type=&dateb=&owner=include&count=40&search_text=000110465926088966
- 0001104659-26-090026 — https://www.sec.gov/cgi-bin/browse-edgar?action=getcompany&type=&dateb=&owner=include&count=40&search_text=000110465926090026