Home 
Today's Top Picks 
Top Performers 
Watchlist 
My Robo Portfolios 
ETF Zone 
Help & Tutorial 
Cancel anytime
- Chart
- Upturn Summary
- Highlights
- Valuation
Upturn AI SWOT - About
AREB 
American Rebel Holdings Inc (AREB)
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- Pass (Skip investing)
Stock price based on last close (see disclosures)
- ALL
- YEAR
- MONTH
- WEEK
Upturn Advisory Summary
07/03/2025: 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 07/03/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 8.73M USD | Price to earnings Ratio - | 1Y Target Price 2 |
Price to earnings Ratio - | 1Y Target Price 2 | ||
Volume (30-day avg) 1 | Beta 1.1 | 52 Weeks Range 1.10 - 231.75 | Updated Date 07/3/2025 |
52 Weeks Range 1.10 - 231.75 | Updated Date 07/3/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) -83.13 |
Earnings Date
Report Date 2025-06-12 | When After Market | Estimate - | Actual -23.4499 |
Profitability
Profit Margin -201.89% | Operating Margin (TTM) -118.12% |
Management Effectiveness
Return on Assets (TTM) -66.09% | Return on Equity (TTM) -371.97% |
Valuation
Trailing PE - | Forward PE - | Enterprise Value 18190951 | Price to Sales(TTM) 0.88 |
Enterprise Value 18190951 | Price to Sales(TTM) 0.88 | ||
Enterprise Value to Revenue 1.84 | Enterprise Value to EBITDA -0.44 | Shares Outstanding 6823270 | Shares Floating 6441960 |
Shares Outstanding 6823270 | Shares Floating 6441960 | ||
Percent Insiders 1.53 | Percent Institutions 3.32 |
Upturn AI SWOT
American Rebel Holdings Inc
Company Overview
History and Background
American Rebel Holdings, Inc. was founded in 2014. Initially focused on the outdoor and self-defense market, they've evolved into a diversified holding company targeting the freedom lifestyle. They are headquartered in the Nashville area, TN.
Core Business Areas
- American Rebel Security Safes: Design, manufacture, and sale of gun safes and personal security products.
- American Rebel Brand: Lifestyle brand encompassing apparel, accessories, and related products catering to the 'freedom-loving' demographic.
- Champion Safe Company: Manufacture of safes and vault doors.
Leadership and Structure
Andy Ross is the CEO. The company has a board of directors overseeing its operations. Information regarding the detailed org structure is limited to the public.
Top Products and Market Share
Key Offerings
- American Rebel Safes: Gun safes designed for security and fire protection. Market share data is not readily available. Competitors include: Liberty Safe, Cannon Safe, and Stack-On.
- Champion Safes: High-end safes and vault doors for residential and commercial use. Market share data not publicly available. Competitors include: Fort Knox, Graffunder, and Brown Safe.
- American Rebel Apparel: Clothing and accessories targeted at the outdoor and self-defense market. Market share data is not publicly available. Competitors include: Bass Pro Shops, Cabela's, and various outdoor apparel brands.
Market Dynamics
Industry Overview
The firearms and outdoor lifestyle market is driven by factors like personal safety concerns, hunting and shooting sports participation, and cultural trends. The gun safe segment is expected to grow modestly due to increasing gun ownership and safety regulations.
Positioning
American Rebel aims to establish a recognizable brand within the 'freedom lifestyle' market. They have a diversified set of products ranging from lifestyle to security. Their competitive advantage lies in strong branding with loyal customers.
Total Addressable Market (TAM)
The US gun safe market has an estimated TAM of several billion dollars. The outdoor lifestyle and apparel market is much larger. American Rebel is positioned to capture a portion of this TAM through its diversified offerings.
Upturn SWOT Analysis
Strengths
- Strong branding potential
- Diversified product portfolio (safes, apparel, accessories)
- Focus on a specific niche (freedom lifestyle)
- Established manufacturing capabilities.
Weaknesses
- Relatively small market share
- Limited brand recognition compared to established competitors
- Financial performance challenges
- Volatile market segment.
Opportunities
- Expanding product line within the freedom lifestyle niche
- Strategic partnerships with retailers and distributors
- Increased demand for gun safes due to safety concerns
- Growth of the outdoor and self-defense market
Threats
- Intense competition from established brands
- Changes in gun control regulations
- Fluctuations in consumer spending
- Economic downturn affecting discretionary purchases
Competitors and Market Share
Key Competitors
- RGR
- OLP
- CAB
Competitive Landscape
American Rebel faces strong competition from established brands with greater resources. Their ability to differentiate their brand and products will be key to success.
Major Acquisitions
Champion Safe Company
- Year: 2023
- Acquisition Price (USD millions): 6.9
- Strategic Rationale: To expand the company's market and provide higher profit margins.
Growth Trajectory and Initiatives
Historical Growth: Historical growth has been variable. They have expanded their product line and brand presence.
Future Projections: Future growth projections are dependent on successful execution of their strategic initiatives. Analyst estimates vary widely.
Recent Initiatives: Acquisition of Champion Safe Company, expansion of apparel line, focusing on brand building and customer engagement.
Summary
American Rebel Holdings, Inc. is a small company trying to establish a foothold in the competitive outdoor and self-defense market. Their brand has potential, but the company faces significant competition and financial challenges. The Champion Safe acquisition could improve their profitability. They need to execute their strategic initiatives effectively to achieve sustainable growth.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company Website
- SEC Filings
- MarketWatch
- Yahoo Finance
Disclaimers:
The information provided is for informational purposes only and should not be considered financial advice. Market conditions and company performance are subject to change. Consult with a financial professional before making any investment decisions.
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.
Note: This website is maintained by Upturn Corporation, which is an investment adviser registered with the U.S. Securities and Exchange Commission. Such registration does not imply a certain level of skill or training. Investing in securities has risks. Past performance is no guarantee of future returns. No assurance is provided as to any particular investment return, and you may lose money using our services. You are strongly advised to consult appropriate counsel before making any investments in companies you learn about through our services. You should obtain appropriate legal, tax, investment, accounting, and other advice that takes into account your investment portfolio and overall financial situation. You are solely responsible for conducting due diligence on a potential investment. We do not affect trades for you. You will select your own broker through which to transact. Investments are not FDIC insured, they are not guaranteed, and they may lose value. Please see the Privacy Policy, Terms of Use, and Disclosure for more information.