PSQ Holdings, Inc. has finalized the sale of its EveryLife brand to FreeHold Brands, LLC. The transaction, completed on November 5, 2026, involves the sale of assets related to EveryLife, a direct-to-consumer diaper and baby products brand. This move is significant for PSQ Holdings as it marks a strategic shift in its operations and focus.

According to the recent SEC filing (accession number 0001104659-26-123347), the deal includes EveryLife's inventory, e-commerce storefronts, customer data, and intellectual property. The purchase price was adjusted to include $1.0 million in cash and a $4.5 million seller note secured by EveryLife's assets.

PSQ Holdings, which operates in the advertising services sector (SIC 7310), aims to streamline its operations and concentrate on its core business following this divestiture. The sale may also influence the competitive landscape within the direct-to-consumer market, particularly among brands focused on baby products.

As part of the sale agreement, the seller note begins accruing interest at the prime rate from February 1, 2027, with a minimum monthly principal payment of $83,333. The remaining balance is due in full within 12 months unless the buyer opts to extend the maturity date.

The filing did not specify what actions will follow this transaction, but it highlights the ongoing evolution of PSQ Holdings as it adapts to market conditions and strategic priorities.