American Rebel Holdings (AREB) AI Stock Analysis

• Market Cap: $8.80M
• Dividend Yield: N/A
• Average Volume (3M): 566.60K
• Price to Earnings (P/E): ―
• Beta (1Y): -19.13
• Revenue Growth: -36.78%
• EPS Growth: 28.64%
• Country: US
• Employees: 60
• Sector: Consumer Cyclical
• Sector Strength: 64
• Industry: Apparel - Footwear & Accessories
• EPS (TTM): -483.36
• Shares Outstanding: 6,823,269
• 10 Day Avg. Volume: 248,312
• 30 Day Avg. Volume: 566,597
• PEG Ratio: N/A
• Price to Book (P/B): 0.00
• Price to Sales (P/S): 0.00
• P/FCF Ratio: 0.00
• Enterprise Value/Market Cap: 1.15
• Enterprise Value/Revenue: 1.02
• Enterprise Value/Gross Profit: -15.01
• Enterprise Value/Ebitda: -0.72
• 1Y Price Target: $1.50
• Price Target Upside: 14.50% Upside
• Rating Consensus: Hold
• Number of Analyst Covering: 0

• Rating: 40 Underperform
• Price Target: $1.00 ▼(-23.66% Downside)

American Rebel Holdings faces severe financial challenges, including negative equity and cash flow issues, which are the most significant factors impacting the stock score. Technical indicators further suggest a bearish trend, while valuation metrics reflect unprofitability. The company's financial distress is compounded by recent loan default challenges, underscoring the risks associated with this stock.

American Rebel Holdings Business Overview & Revenue Model

Company Description

American Rebel Holdings, Inc. (AREB) is a diversified company operating primarily in the lifestyle and security sectors. The company is known for its American-themed products, which include a range of personal security and self-defense items, such as concealed carry backpacks, apparel, and safes. American Rebel emphasizes a strong brand identity centered around patriotism and personal security, catering to a market that values freedom, safety, and the American way of life.

How the Company Makes Money

American Rebel Holdings generates revenue through the sale of its branded products, which are distributed via various channels including retail, online platforms, and direct sales. The company's key revenue streams include sales of its concealed carry backpacks and apparel, which are designed to provide discreet storage for firearms and personal items. Additionally, American Rebel earns income from its line of safes, which are marketed for both personal and professional use, providing secure storage solutions. Partnerships with retailers and distributors expand their market reach, contributing significantly to their revenue. The company's focus on a niche market of personal security enthusiasts and its strong brand identity play crucial roles in driving sales and revenue growth.

American Rebel Holdings Financial Statement Overview

Summary

American Rebel Holdings faces severe financial challenges. The income statement reveals negative profitability with a declining revenue trend. The balance sheet shows negative equity, indicating liabilities exceed assets, and cash flow metrics are negative, reflecting operational struggles and inability to generate positive cash flow.

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

American Rebel Holdings Technical Analysis

• Technical Analysis Sentiment: Negative
• Last Price: 1.31
• 50DMA: Negative
• 100DMA: Negative
• 200DMA: Negative
• MACD: Negative
• RSI: Neutral
• 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 1.31 is below the 20-day moving average (MA) of 1.35, below the 50-day MA of 1.48, and below the 200-day MA of 24.04, indicating a bearish trend. The MACD of -0.09 indicates Negative momentum. The RSI at 42.81 is Neutral, neither overbought nor oversold. The STOCH value of 27.35 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	75 Outperform	$201.60M	10.40	8.05%	2.47%	-0.09%	24.18%
CAL	67 Neutral	$461.66M	5.71	13.67%	2.13%	-4.84%	-49.08%
WEYS	66 Neutral	$281.52M	10.99	10.36%	10.70%	-6.39%	-14.72%
Sector *	61 Neutral	$16.54B	10.12	-9.01%	3.34%	1.45%	-22.43%
FORD	51 Neutral	$14.32M	―	-132.78%	―	-17.39%	12.45%
VRA	44 Neutral	$57.26M	―	-36.91%	―	-24.95%	-1959.79%
AREB	40 Underperform	$8.80M	―	-342.34%	―	-36.78%	28.64%

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.