House of Doge, the commercial arm of the Dogecoin Foundation, has announced a pivotal merger with Bragg House Holdings (TBH), setting the stage for a Nasdaq listing.
The reverse acquisition, which was unanimously approved by both boards of directors, is expected to close in early 2026. The merger marks the beginning of a new era for Dogecoin, raising its profile as an institution by granting it direct access to regulated financial markets.
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Dogecoin’s corporate arm takes center stage on Wall Street
The companies announced the merger in a press release on October 13th. The transaction brings in more than $837 million of DOGE under management and more than $50 million in investment capital.
As part of the agreement, Braghouse will issue approximately 594 million shares of common stock and 69.25 million shares of convertible debt. Most of these newly issued shares will be transferred to Doge House’s current shareholders, making Doge House the majority owner of the combined company. Existing Bragg House shareholders will hold a minority stake.
Additionally, PayFare founder Marco Margiotta will be appointed CEO of the combined company. Brag House CEO and co-founder Lovell Juan Malloy II will remain on the board to ensure strategic continuity.
“What began as a community-driven ambition has matured into Dogecoin’s infrastructure engine. Going public through this merger will open up access and unleash Dogecoin’s next wave of innovation, institutional participation, and mainstream utility,” Margiotta said.
Mainstream Adoption: Expanding Dogecoin’s Utility and Reach to Gen Z
The new company aims to expand far beyond Wall Street. The merger will create a digital asset management platform with multiple revenue streams that connects payments, tokenization, gaming, and revenue opportunities for the global Dogecoin community.
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Meanwhile, Bragg House will continue to operate as an autonomous vertical organization within the new structure, serving as Dogecoin’s first organizational entry point into the collegiate gaming and sports ecosystem.
The company will help bring Dogecoin to college campuses with the goal of generating $350 billion in annual spending by Gen Z. This focus allows Dogecoin to move beyond memes to support real-world transactions and foster widespread adoption in commerce and social circles.
“By incorporating Dogecoin into the fabric of the Gen Z experience across college campuses, sports, games, and communities, we are not just creating a new line of business, we are paving the way for billions of dollars in digital currency mainstreaming and shareholder value creation. Bragg House is now well-positioned as a public company vehicle for the next generation of global finance that is widely accepted, culturally integrated, and institutionally supported currency,” added Juan Maloy II.
Market impact
Nevertheless, the news did not strengthen investor confidence. Braghouse Holdings (TBH) stock plunged 48.33% to close at $1.24 on Nasdaq, according to data from Google Finance.
Dogecoin (DOGE) also experienced a small decline amid broader market volatility. The dog-themed cryptocurrency has fallen by 0.81% in the past 24 hours, according to data from BeInCrypto Markets. At the time of writing, it was trading around $0.207.
Despite the short-term pullback, CoinGecko data shows that community sentiment remains largely positive. Approximately 72% of users remain bullish on DOGE, suggesting retail traders believe a recovery is still possible once broader market conditions stabilize.
