American Rebel Holdings (AREB) AI Stock Analysis

• Market Cap: $8.20M
• Dividend Yield: N/A
• Average Volume (3M): 275.87K
• Price to Earnings (P/E): ―
• Beta (1Y): -19.66
• Revenue Growth: -37.77%
• EPS Growth: 58.11%
• Country: US
• Employees: 60
• Sector: Consumer Cyclical
• Sector Strength: 79
• Industry: Apparel - Footwear & Accessories
• EPS (TTM): -483.36
• Shares Outstanding: 7,450,765
• 10 Day Avg. Volume: 264,836
• 30 Day Avg. Volume: 275,867
• PEG Ratio: N/A
• Price to Book (P/B): N/A
• Price to Sales (P/S): N/A
• P/FCF Ratio: N/A
• Enterprise Value/Market Cap: 1.23
• Enterprise Value/Revenue: 1.06
• Enterprise Value/Gross Profit: -13.74
• Enterprise Value/Ebitda: -0.37
• 1Y Price Target: $1.00
• Price Target Upside: -8.26% Downside
• Rating Consensus: Moderate Sell
• Number of Analyst Covering: 0

• Rating: 38 Underperform
• Price Target: $1.00 ▼(-8.26% Downside)

American Rebel Holdings is facing severe financial and operational challenges. The company's financial performance is notably weak, with negative profitability and high leverage. Technical analysis indicates bearish momentum, and recent corporate events further exacerbate financial instability. The stock's valuation is unattractive due to negative earnings and lack of dividends.

American Rebel Holdings Business Overview & Revenue Model

Company Description

American Rebel Holdings (AREB) is a dynamic company operating in the lifestyle and consumer products sector, focusing on the development and marketing of a unique range of products that resonate with patriotic themes. The company is known for its innovative offerings, including apparel, accessories, and personal safety products designed for individuals with a strong sense of American pride. American Rebel aims to create a brand that embodies freedom, individuality, and resilience, appealing to a diverse customer base across various demographics.

How the Company Makes Money

American Rebel Holdings generates revenue through multiple streams, primarily by selling its branded merchandise, which includes clothing, bags, and personal safety items. The company employs a direct-to-consumer sales model, utilizing e-commerce platforms to reach customers directly. In addition to online sales, American Rebel may also explore partnerships with retail outlets to enhance its market presence. The brand's focus on quality and patriotic messaging helps to attract a dedicated customer base, further bolstering its revenue. Strategic marketing initiatives, including social media campaigns and influencer partnerships, contribute to driving sales and increasing brand visibility.

American Rebel Holdings Financial Statement Overview

Summary

American Rebel Holdings is under significant financial pressure with ongoing losses, negative equity, and cash flow challenges. The company exhibits weak profitability metrics, high debt levels, and an inability to generate positive cash flows, posing risks to financial stability and future operations.

Income Statement

The company faces significant challenges in profitability and growth. Gross profit margin is negative, indicating costs exceed revenues. Net profit margin is also deeply negative, reflecting substantial losses. Revenue growth has been inconsistent, with recent declines, as seen in the TTM period with a -13.4% revenue decline compared to the previous year.

Balance Sheet

The company's financial stability is concerning, with a negative stockholders' equity indicating liabilities exceed assets. The debt-to-equity ratio is not calculable due to negative equity, highlighting financial distress. ROE is negative, reflecting ongoing net losses.

Cash Flow

Cash flow metrics reflect operational struggles. The company has persistently negative operating cash flow, suggesting cash outflows from operational activities. Free cash flow is also negative, indicating an inability to generate positive cash flow after capital expenditures.

Breakdown	TTM	Dec 2024	Dec 2023	Dec 2022	Dec 2021	Dec 2020
Income Statement
Total Revenue	9.47M	11.42M	16.00M	7.95M	986.83K	1.26M
Gross Profit	-733.93K	-119.64K	1.80M	-807.00K	174.70K	241.47K
EBITDA	-27.58M	-13.40M	-9.26M	-9.83M	-4.03M	-3.63M
Net Income	-32.85M	-17.60M	-9.73M	-10.09M	-6.10M	-5.98M
Balance Sheet
Total Assets	15.03M	10.01M	11.55M	12.55M	968.60K	1.12M
Cash, Cash Equivalents and Short-Term Investments	457.21K	287.55K	1.08M	286.09K	17.61K	60.90K
Total Debt	12.01M	10.81M	4.75M	2.12M	3.90M	4.99M
Total Liabilities	18.16M	17.64M	7.47M	4.89M	5.14M	6.13M
Stockholders Equity	-3.13M	-7.63M	4.07M	7.66M	-4.17M	-5.01M
Cash Flow
Free Cash Flow	-6.72M	-7.02M	-7.04M	-7.66M	-847.85K	-1.97M
Operating Cash Flow	-6.68M	-7.02M	-7.03M	-7.63M	-847.85K	-1.97M
Investing Cash Flow	-39.42K	-3.09K	-331.30K	-8.49M	0.00	0.00
Financing Cash Flow	11.42M	6.23M	8.15M	16.39M	804.55K	1.90M

American Rebel Holdings Technical Analysis

• Technical Analysis Sentiment: Negative
• Last Price: 1.09
• 50DMA: Negative
• 100DMA: Negative
• 200DMA: Negative
• MACD: Positive
• RSI: Positive
• STOCH: Neutral

Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For AREB, the sentiment is Negative. The current price of 1.09 is below the 20-day moving average (MA) of 1.19, below the 50-day MA of 1.29, and below the 200-day MA of 18.19, indicating a bearish trend. The MACD of -0.10 indicates Positive momentum. The RSI at 22.28 is Positive, neither overbought nor oversold. The STOCH value of 26.21 is Neutral, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Negative sentiment for AREB.

American Rebel Holdings Peers Comparison

Name	Overall Rating	Market Cap	P/E Ratio	ROE	Dividend Yield	Revenue Growth	EPS Growth
RCKY	77 Outperform	$223.53M	12.04	8.05%	2.02%	-0.09%	24.18%
WEYS	68 Neutral	$290.47M	11.35	10.36%	9.96%	-6.39%	-14.72%
CAL	67 Neutral	$508.64M	6.29	13.67%	1.81%	-4.84%	-49.08%
Sector *	61 Neutral	$17.78B	13.97	-5.49%	3.03%	1.50%	-15.71%
FORD	50 Neutral	$19.95M	―	-235.29%	―	-30.05%	-5.28%
VRA	43 Neutral	$56.70M	―	-36.91%	―	-24.95%	-1959.79%
AREB	38 Underperform	$8.20M	―	-342.34%	―	-37.77%	58.11%

American Rebel Holdings Corporate Events

American Rebel Faces Loan Default Challenges

On May 30, 2025, Champion Safe Company, a subsidiary of American Rebel Holdings, entered into a Forbearance Agreement with Bank of America due to a default on a term loan. The agreement, which extended the forbearance period to July 31, 2025, involved Champion making principal payments and the bank agreeing not to pursue litigation during this period. Despite efforts to resolve the matter, Champion failed to make the final payment by the deadline, leaving an outstanding balance of $1,831,014.51, which continues to accrue interest. The company is working with the bank to find an amicable resolution.

American Rebel Holdings Secures $5.47M Note Agreement

On June 26, 2025, American Rebel Holdings, Inc. entered into a note purchase agreement with Streeterville Capital, LLC, issuing a secured promissory note of $5,470,000. The note includes a 10% annual interest rate and various conditions for redemption and default, impacting the company’s financial commitments and operational flexibility. Additionally, Champion Safe Company, a subsidiary, entered a Forbearance Agreement with Bank of America on May 30, 2025, to delay exercising remedies due to a payment default, extending the forbearance period until July 31, 2025, upon an additional payment.

American Rebel Celebrates U.S. Army’s 250th Birthday

On February 19, 2025, American Rebel Holdings received a notification from Nasdaq regarding non-compliance with the minimum stockholders’ equity requirement as of September 30, 2024. The company submitted a compliance plan, which was accepted by Nasdaq on June 11, 2025, granting an extension until August 18, 2025, to meet the requirements. Additionally, American Rebel Light Beer hosted a significant event at Fort Campbell, Kentucky, on June 14, 2025, celebrating the U.S. Army’s 250th birthday. This event, featuring a concert by CEO Andy Ross and tactical demonstrations, highlighted the company’s patriotic branding and engagement with military communities.

American Rebel Holdings’ Subsidiary Enters Forbearance Agreement

On May 30, 2025, Champion Safe Company, a subsidiary of American Rebel Holdings, entered into a Forbearance Agreement with Bank of America due to an uncured default on a term loan. The agreement allows the bank to refrain from exercising certain remedies until June 30, 2025, provided the borrower adheres to the terms, including a $100,000 principal payment. The bank had previously filed a complaint on March 21, 2025, seeking over $1.9 million. If the borrower fails to meet obligations by June 30, 2025, an additional payment can extend the forbearance period to July 31, 2025.

American Rebel Holdings Secures $450,000 in Promissory Notes

On May 27, 2025, American Rebel Holdings entered into promissory notes with five accredited investors totaling $450,000, with net proceeds of $315,000 after discounts and interest. The funds are intended for general working capital and potentially addressing a lawsuit with Bank of America. The notes include provisions for conversion into Series D Convertible Preferred Stock and prepayment options. On May 20, 2025, the company held its annual stockholders meeting, approving several proposals including director elections, auditor affirmation, a stock incentive plan, private placements, and a reverse stock split.