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AREB logo AREB
Upturn stock ratingUpturn stock rating
AREB logo

American Rebel Holdings Inc (AREB)

Upturn stock ratingUpturn stock rating
$1.26
Last Close (24-hour delay)
upturn advisory
PASS
  • BUY Advisory
  • SELL Advisory (Profit)​
  • SELL Advisory (Loss)​
  • Profit
  • Loss
  • Pass (Skip investing)
Upturn Stock infoUpturn Stock info Stock price based on last close
*as per simulation
(see disclosures)
Time period over
  • ALL
  • YEAR
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Upturn Advisory Summary

06/30/2025: AREB (1-star) is currently NOT-A-BUY. Pass it for now.

Upturn Star Rating

rating

Not Recommended Performance

These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.

Number of Analysts

rating

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

Analysts Price Target For last 52 week
$2Target price
Low$1.1
Current$1.26
high$210.38

Analysis of Past Performance

Type Stock
Historic Profit -58.22%
Avg. Invested days 36
Today’s Advisory PASS
Upturn Star Rating Upturn stock ratingUpturn stock rating
Upturn Advisory Performance Upturn Advisory Performance 2.0
Stock Returns Performance Upturn Returns Performance 1.0
Upturn Profits based on simulationUpturn Profits based on simulation Profits based on simulation
Upturn Profits based on simulationUpturn Profits based on simulation Last Close 06/30/2025

Key Highlights

Company Size Small-Cap Stock
Market Capitalization 8.76M 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 - 210.38
Updated Date 06/29/2025
52 Weeks Range 1.10 - 210.38
Updated Date 06/29/2025
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 18428933
Price to Sales(TTM) 0.89
Enterprise Value 18428933
Price to Sales(TTM) 0.89
Enterprise Value to Revenue 1.86
Enterprise Value to EBITDA -0.44
Shares Outstanding 6538340
Shares Floating 6441960
Shares Outstanding 6538340
Shares Floating 6441960
Percent Insiders 1.53
Percent Institutions 3.32

Analyst Ratings

Rating 1
Target Price 2
Buy -
Strong Buy 1
Buy -
Strong Buy 1
Hold -
Sell -
Strong Sell -
Strong Sell -

ai summary icon Upturn AI SWOT

American Rebel Holdings Inc

stock logo

Company Overview

overview logo 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.

business area logo 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 logo 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

overview logo 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 logo 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

competitor logo 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.

Upturn AI SummarizationUpturn AI Summarization AI Summarization is directionally correct and might not be accurate.

Upturn AI SummarizationUpturn AI Summarization Summarized information shown could be a few years old and not current.

Upturn AI SummarizationUpturn AI Summarization Fundamental Rating based on AI could be based on old data.

Upturn AI SummarizationUpturn AI Summarization 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.