Jeffs' Brands Ltd. (JFBR) is cashing in part of its Fort Technology investment, and investors aren't thrilled about it. Shares tumbled Friday after the company announced it's selling a slice of its majority stake in Fort as part of a strategic shift away from retail.

Here's the deal: On December 18, 2025, Jeffs' Brands inked a share transfer agreement with an institutional investor to offload 1,428,571 common shares of Fort Technology. The price tag? About 928,571 Canadian dollars, or roughly 0.65 Canadian dollars per share.

That chunk represents approximately 10% of Jeffs' Brands' Fort holdings and about 7.4% of Fort's total outstanding shares. Based on the transaction price, Fort Technology clocks in at a valuation of around 12.5 million Canadian dollars, potentially stretching to 20 million Canadian dollars on a fully diluted basis.

Still The Majority Owner

Don't worry about Jeffs' Brands losing control just yet. The company currently holds a commanding 73.93% equity stake in Fort following its acquisition back in July 2025. Even after this sale wraps up, Jeffs' Brands will maintain its majority interest. The transaction is expected to close within seven days, assuming the usual closing conditions fall into place.

The Big Picture: Cash For A Strategy Shift

Jeffs' Brands framed the move as a partial divestment designed to boost liquidity. The company is actively shedding retail-focused assets as it refocuses its energy on homeland security and advanced technology initiatives. Translation: they're pivoting hard, and they need cash to make it happen.

JFBR Price Action: Jeffs' Brands shares were down 16.50% at $0.8650 at the time of publication Friday, marking a new 52-week low.