PSQ Holdings, Inc. has completed the previously announced sale of EveryLife, its direct-to-consumer baby products business, to FreeHold Brands. The transaction involved total consideration of $5.5 million, subject to customary adjustments.
“Closing the EveryLife sale completes our move to fintech,” says Dusty Wunderlich, chairman and chief executive officer. “Every dollar we invest, and every hour our team works, now goes exclusively toward the merchants and customers who rely on us for payments and financing. EveryLife has a good home with FreeHold Brands.”
PSQ Holdings plans to use the proceeds to strengthen its balance sheet and support growth initiatives across its fintech businesses. The transaction represents the final stage of a 12-month effort to refocus the company’s core operations on financial technology services.
With the sale completed, PSQ Holdings now operates exclusively in the payments and consumer financing segments.
The transaction consideration included $1 million in cash paid at closing and a $4.5 million promissory note secured by EveryLife’s assets. Further details are available in the company’s Current Report on Form 8-K filed with the U.S. Securities and Exchange Commission.
