PSQ Sells EveryLife for $5.5M to Focus on Payments Infrastructure

PSQ Holdings entered into a definitive agreement on Jul 28, 2026, to sell EveryLife, its direct-to-consumer diaper and baby products brand, to FreeHold Brands, LLC, for $5.5 million in gross cash proceeds before transaction fees. The deal is expected to close by Sep 30, 2026, subject to customary closing conditions. PSQ had classified EveryLife as discontinued operations since the third quarter of 2025.

The sale delivers non-dilutive capital to PSQ's balance sheet and completes the company's exit from direct-to-consumer commerce. PSQ describes itself as a payments and financial infrastructure company serving highly regulated industries, including businesses, campaigns, and nonprofits. FullSend Partners acted as financial advisor to PSQ on the transaction.