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Upturn AI SWOT - About
AREB 
American Rebel Holdings Inc (AREB)
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Upturn Advisory Summary
08/28/2025: 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 08/28/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 5.84M 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 0.70 - 193.48 | Updated Date 08/28/2025 |
52 Weeks Range 0.70 - 193.48 | Updated Date 08/28/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) -9.68 |
Earnings Date
Report Date 2025-08-13 | When - | Estimate - | Actual -5.34 |
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 19674194 | Price to Sales(TTM) 0.62 |
Enterprise Value 19674194 | Price to Sales(TTM) 0.62 | ||
Enterprise Value to Revenue 2.08 | Enterprise Value to EBITDA -0.44 | Shares Outstanding 7450760 | Shares Floating 7000143 |
Shares Outstanding 7450760 | Shares Floating 7000143 | ||
Percent Insiders 5.03 | Percent Institutions 6.68 |
Upturn AI SWOT
American Rebel Holdings Inc
Company Overview
History and Background
American Rebel Holdings, Inc. was founded in 2014. Initially focused on concealed carry apparel and safes, it has evolved to include outdoor lifestyle products and shooting range development. The company has grown through acquisitions and organic expansion.
Core Business Areas
- Gun Safes and Security Products: Designs, manufactures, and sells gun safes and other security-related products for firearm storage and protection.
- Apparel and Accessories: Offers apparel and accessories, primarily geared towards the outdoor and shooting sports lifestyle.
- Shooting Range Development: Focuses on developing and operating shooting ranges.
Leadership and Structure
Andy Ross is the CEO. The company operates with a board of directors and a management team overseeing different business segments.
Top Products and Market Share
Key Offerings
- Gun Safes: American Rebel's line of gun safes are central to their business. Market share data is not readily available. Competitors include Liberty Safe, Cannon Safe, and Stack-On.
- Concealed Carry Apparel: American Rebel sells apparel designed for concealed carry. Market share data is not readily available. Competitors include 5.11 Tactical and UnderTech Undercover.
- Shooting Range Development: The company develops shooting ranges. The revenues are still developing but have the potential to be successful. Competitors inlcude Bass Pro, and Cabela's, although this business line is still developing.
Market Dynamics
Industry Overview
The firearms and outdoor recreation industry is subject to fluctuating demand based on economic conditions, political climate, and consumer sentiment. There is increasing emphasis on safety and security in firearm ownership.
Positioning
American Rebel positions itself as a lifestyle brand catering to firearm enthusiasts and outdoor enthusiasts. It competes with larger, more established companies in various segments.
Total Addressable Market (TAM)
The TAM for the firearms and outdoor recreation industry is estimated to be in the billions of dollars annually. American Rebel is positioned as a niche player with room to grow within this TAM.
Upturn SWOT Analysis
Strengths
- Brand identity focused on American values and outdoor lifestyle
- Diversified product portfolio (safes, apparel, shooting ranges)
- E-commerce presence and direct-to-consumer sales channel
Weaknesses
- Smaller scale compared to major competitors
- Limited brand recognition
- Dependence on acquisitions for growth
- Shooting range development revenues still developing.
Opportunities
- Expanding product line to cater to broader outdoor market
- Strategic partnerships with retailers and distributors
- Growth in shooting range industry
- Capitalizing on brand loyalty
Threats
- Fluctuations in firearm sales due to regulatory changes and economic conditions
- Intense competition from established brands
- Changing consumer preferences
- Supply chain disruptions
- Increase in costs.
Competitors and Market Share
Key Competitors
- Liberty Safe (private)
- Cannon Safe (private)
- 5.11 Tactical (private)
- Smith & Wesson (SWBI)
- Sturm, Ruger & Company (RGR)
Competitive Landscape
American Rebel faces competition from well-established brands with greater resources. Its competitive advantage lies in its brand image and diversified product portfolio, but it is still a small player in many segments.
Growth Trajectory and Initiatives
Historical Growth: Historical growth has been driven by acquisitions and expansion of product offerings.
Future Projections: Future growth depends on successful execution of strategic initiatives and market conditions.
Recent Initiatives: Recent initiatives include expanding the shooting range business and introducing new products.
Summary
American Rebel is a small company with a diversified portfolio in the firearms and outdoor lifestyle markets. Its brand image and focus on American values could be strengths, but it faces intense competition and needs to demonstrate consistent financial performance and the success of its shooting range business. Its shooting range business is still developing and they face external economic forces.
Peer Comparison
Sources and Disclaimers
Data Sources:
- SEC Filings
- Company Website
- Industry Reports
- Yahoo Finance
- Google Finance
Disclaimers:
This analysis is based on publicly available information and is not financial advice. Market conditions and company performance can change rapidly. Consult with a financial professional before making 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.
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