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Upturn AI SWOT - About
AREB 
American Rebel Holdings Inc (AREB)
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Stock price based on last close (see disclosures)
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Upturn Advisory Summary
09/16/2025: AREB (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
1 Analysts rated it
Very few follow this stock; limited insights, higher-risk early investing.
1 Year Target Price $2
1 Year Target Price $2
| 1 | Strong Buy |
| 0 | Buy |
| 0 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -58.22% | Avg. Invested days 36 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  2.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 09/16/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 6.64M USD | Price to earnings Ratio - | 1Y Target Price 2 |
Price to earnings Ratio - | 1Y Target Price 2 | ||
Volume (30-day avg) 1 | Beta 1.05 | 52 Weeks Range 0.52 - 193.48 | Updated Date 09/15/2025 |
52 Weeks Range 0.52 - 193.48 | Updated Date 09/15/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) -9.3 |
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin - | Operating Margin (TTM) -147.69% |
Management Effectiveness
Return on Assets (TTM) -58.34% | Return on Equity (TTM) -371.97% |
Valuation
Trailing PE - | Forward PE - | Enterprise Value 18193038 | Price to Sales(TTM) 0.7 |
Enterprise Value 18193038 | Price to Sales(TTM) 0.7 | ||
Enterprise Value to Revenue 1.92 | Enterprise Value to EBITDA -0.44 | Shares Outstanding 8717580 | Shares Floating 7000143 |
Shares Outstanding 8717580 | Shares Floating 7000143 | ||
Percent Insiders 4.5 | Percent Institutions 5.98 |
Upturn AI SWOT
American Rebel Holdings Inc
Company Overview
History and Background
American Rebel Holdings Inc. was founded in 2014, initially focusing on developing a safe room backpack. It has since expanded into other security and self-defense products. The company's evolution reflects a growing demand for personal safety solutions.
Core Business Areas
- Security Products: Designs, develops, and markets safes, concealed carry backpacks, and related security products.
- Self-Defense: Offers self-defense equipment and training resources.
- Branded Apparel: Sells apparel and accessories featuring the American Rebel brand.
Leadership and Structure
Andy Ross is the CEO. The organizational structure is typical of a small public company, with departments focused on sales, marketing, product development, and operations.
Top Products and Market Share
Key Offerings
- Safes: Produces residential and commercial safes designed for firearm and valuables storage. Market share data is difficult to ascertain due to the fragmented nature of the safe market. Competitors include Liberty Safe, Cannon Safe, and Stack-On.
- Concealed Carry Backpacks: Markets backpacks designed to securely carry firearms and other self-defense tools. Market share is small. Competitors include Viktos, Vertx and 5.11 Tactical.
- American Rebel Apparel: Sells T-shirts, caps, and other clothing items with the American Rebel logo. Small marketshare and the competition is unlimited and too vast to summarize
Market Dynamics
Industry Overview
The security products market is driven by concerns about crime and personal safety. The firearms accessories market is heavily influenced by gun ownership rates and regulations.
Positioning
American Rebel positions itself as a brand catering to consumers who value personal security and self-reliance. Its competitive advantage lies in its brand image and diversified product line.
Total Addressable Market (TAM)
The global safe and vault market is projected to reach $6.2 billion by 2028. The firearm accessories market is estimated to be several billion dollars annually. American Rebel's market share is relatively small, suggesting significant growth potential if they can increase market penetration.
Upturn SWOT Analysis
Strengths
- Strong brand identity
- Diversified product line
- Focus on personal security
- Online presence and direct-to-consumer sales
Weaknesses
- Limited brand awareness
- Small market share
- Dependence on the firearms market
- Limited Financial Resources
Opportunities
- Expanding into new product categories
- Increasing online sales and marketing
- Forming partnerships with retailers
- Capitalizing on growing concerns about personal security
Threats
- Changes in gun control regulations
- Increased competition from larger companies
- Economic downturn impacting consumer spending
- Negative publicity associated with firearms
Competitors and Market Share
Key Competitors
- LBY
- CS
- None
Competitive Landscape
American Rebel faces stiff competition from established players with greater resources. Its success depends on differentiating itself through brand image, product innovation, and effective marketing.
Growth Trajectory and Initiatives
Historical Growth: Historical growth data is unavailable, the company is early stage and has little data.
Future Projections: Future Projections are not available as they are speculative
Recent Initiatives: Recent strategic initiatives unavailable.
Summary
American Rebel is a small company with a focus on security and self-defense products. It has a strong brand identity but faces challenges related to limited market share, financial resources, and competition. The company's success will depend on its ability to execute its growth strategy and capitalize on opportunities in the security market. Its small capitalization leaves it vulnerable to market pressures and volatility.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company Website
- Company SEC Filings
- Market Research Reports
- Analyst Estimates
Disclaimers:
This analysis is for informational purposes only and should not be considered investment advice. Financial data is based on publicly available information and may not be entirely accurate or up-to-date. Market share figures are estimates and may vary.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About American Rebel Holdings Inc
Exchange NASDAQ | Headquaters Brentwood, TN, United States | ||
IPO Launch date 2018-01-23 | CEO, Treasurer, Secretary & Executive Chairman Mr. Charles A. Ross Jr. | ||
Sector Consumer Cyclical | Industry Footwear & Accessories | Full time employees - | |
Full time employees - | |||
American Rebel Holdings, Inc. designs, manufactures, and markets branded safes, and personal security and self-defense products under the American Rebel brand in the United States. The company also designs and produces branded apparel and accessories for men and women, including backpacks. In addition, it offers beer under the American Rebel Light Beer brand. The company markets its products through dealers; regional retailers; and specialty safe, sporting goods, hunting, and firearms stores, as well as online through its own website and e-commerce platforms. American Rebel Holdings, Inc. was incorporated in 2014 and is based in Brentwood, Tennessee.
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