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Upturn AI SWOT - About
AREB 
American Rebel Holdings Inc (AREB)
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Upturn Advisory Summary
10/23/2025: 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 -58.31% | 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 10/23/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 20.44M USD | Price to earnings Ratio - | 1Y Target Price 2 |
Price to earnings Ratio - | 1Y Target Price 2 | ||
Volume (30-day avg) 1 | Beta 1.09 | 52 Weeks Range 1.22 - 1947.50 | Updated Date 10/23/2025 |
52 Weeks Range 1.22 - 1947.50 | Updated Date 10/23/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) -193.6 |
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 21067634 | Price to Sales(TTM) 2.16 |
Enterprise Value 21067634 | Price to Sales(TTM) 2.16 | ||
Enterprise Value to Revenue 2.22 | Enterprise Value to EBITDA -0.44 | Shares Outstanding 5421049 | Shares Floating 302668 |
Shares Outstanding 5421049 | Shares Floating 302668 | ||
Percent Insiders 0.05 | Percent Institutions 0.58 |
Upturn AI SWOT
American Rebel Holdings Inc
Company Overview
History and Background
American Rebel Holdings, Inc. was founded in 2014. Initially focused on designing and marketing concealed carry products, the company has expanded into safes, security products, and more recently, the ammunition business. Its evolution reflects a desire to cater to the broader outdoor and security market.
Core Business Areas
- Security Products: Design, manufacturing, and sales of safes and related security products for home and commercial use.
- Outdoor Products: Marketing and sales of outdoor lifestyle products including apparel, backpacks, and accessories targeting outdoor enthusiasts and the self-reliance market.
- Ammunition: Acquisition and operation of ammunition manufacturing capabilities.
Leadership and Structure
American Rebel Holdings Inc.'s leadership team consists of individuals with experience in the security, outdoor, and manufacturing sectors. The organizational structure is relatively lean, reflecting its size, with departments typically structured around product lines and key operational functions.
Top Products and Market Share
Key Offerings
- Safes: Residential and commercial safes designed for security and fire protection. Market share is small relative to larger safe manufacturers; estimated revenue contribution is a large part of total revenue. Competitors: Liberty Safe, Stack-On, Cannon Safe.
- Concealed Carry Apparel: Clothing designed for discreetly carrying firearms. Revenue contribution is moderate, competing with various apparel brands. Competitors: 5.11 Tactical, Under Armour (tactical line).
- Ammunition: Newly acquired ammunition production, still ramping up market presence. Very small current market share. Competitors: Vista Outdoor (VSTO), Olin Corporation (OLN).
Market Dynamics
Industry Overview
The security product industry is driven by concerns over personal and property safety. The outdoor products industry sees increasing consumer interest in recreational shooting and self-reliance. The ammunition industry experiences fluctuating demand based on political events and consumer sentiment.
Positioning
American Rebel Holdings Inc. aims to carve a niche in the security and outdoor markets by offering products targeting self-reliance and protection. Its competitive advantage lies in its branding and targeted marketing, but faces larger, more established competitors.
Total Addressable Market (TAM)
The estimated TAM for safes and security products is USD 3 billion, for outdoor products and apparel USD 50 billion, and for ammunition USD 25 billion. American Rebel's positioning is focused and niche, it has a small portion of these large markets.
Upturn SWOT Analysis
Strengths
- Strong Brand Image (American Rebel)
- Diversified Product Line (Safes, Apparel, Ammunition)
- Online Sales Capabilities
- Targeted Marketing Campaigns
Weaknesses
- Limited Financial Resources
- Small Market Share Compared to Major Competitors
- Dependence on Acquisitions for Growth
- Relatively New to the Ammunition Market
Opportunities
- Expansion into New Product Categories
- Increased Focus on E-commerce and Direct-to-Consumer Sales
- Strategic Partnerships with Retailers
- Growth in Demand for Personal Security Products
Threats
- Intense Competition in the Security and Outdoor Markets
- Fluctuations in Raw Material Costs
- Changes in Government Regulations Related to Firearms
- Economic Downturn Affecting Consumer Spending
Competitors and Market Share
Key Competitors
- Liberty Safe (Privately held)
- Vista Outdoor (VSTO)
- Olin Corporation (OLN)
Competitive Landscape
American Rebel Holdings Inc. faces intense competition from larger, more established companies with greater financial resources and market presence. Its success depends on effectively differentiating its products and capturing niche segments.
Major Acquisitions
Champion Safe Co.
- Year: 2023
- Acquisition Price (USD millions): 8.7
- Strategic Rationale: Expand the production capacity and safe product offering.
Tactical Firearms LLC.
- Year: 2024
- Acquisition Price (USD millions): 10.4
- Strategic Rationale: Expand production capabilities, specifically focused on ammunition manufacturing.
Growth Trajectory and Initiatives
Historical Growth: Historical growth has been inorganic, driven by acquisitions.
Future Projections: Future growth is projected to continue relying on strategic acquisitions and expansion of the ammunition business. Analyst estimates are varied.
Recent Initiatives: Recent initiatives include the acquisition of ammunition manufacturing facilities and expansion of product offerings within existing categories.
Summary
American Rebel Holdings Inc. is a small player in the security and outdoor markets that has grown via acquisition. It has a recognisable brand but is struggling to achieve profitability. It needs to look out for dilution to current shareholders. The company must effectively manage debt and successfully integrate its acquisitions to achieve sustainable growth.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company Press Releases
- SEC Filings
- Industry Reports
- Analyst Estimates
Disclaimers:
This analysis is for informational purposes only and does not constitute investment advice. Financial data may be approximate and subject to change. Market share data is based on available estimates and may not be precise.
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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