PSQ Holdings Announces Sale of EveryLife Assets for $5.5M

What Happened
PSQ Holdings, Inc. (PSQH) announced that its wholly owned subsidiaries EveryLife, Inc. and EveryLife Women, LLC entered into an Asset Purchase Agreement with FreeHold Brands, LLC on July 28, 2026 to sell certain assets comprising the EveryLife direct‑to‑consumer diaper and baby products brand. The purchase provides for gross cash proceeds of $5.5 million, subject to customary post‑closing adjustments, and the parties expect the transaction to close by September 30, 2026, subject to customary closing conditions. The Purchase Agreement is filed as Exhibit 10.1 and a related press release is filed as Exhibit 99.1 to the 8‑K.

Key Details

• Buyer: FreeHold Brands, LLC; Sellers: EveryLife, Inc. and EveryLife Women, LLC (PSQ subsidiaries).
• Consideration: $5.5 million in gross cash proceeds, subject to customary adjustments.
• Purchased Assets include inventory, tangible personal property, e‑commerce storefronts and digital accounts, customer/subscriber data, business records, related intellectual property, and certain assignable contracts.
• Expected closing: on or before September 30, 2026, subject to customary closing conditions; exhibits/schedules to the agreement were omitted from the filing and will be furnished to the SEC upon request.

Why It Matters
This is a material divestiture of PSQ’s EveryLife D2C brand and associated assets for a stated $5.5M. If completed, the sale would transfer the brand’s inventory, customer lists, online storefronts and IP to the buyer and provide cash proceeds to PSQ. However, the filing cautions that closing is conditional and the company’s representations are subject to limits and qualifications; forward‑looking statements in the filing note that the transaction may not close as expected and the company disclaims any obligation to update such statements. Investors should note the transaction’s timing, conditionality, and the potential impact on PSQ’s asset base and future revenue mix from the EveryLife business.