American Rebel Holdings (AREB) AI Stock Analysis

• Market Cap: $8.73M
• Dividend Yield: N/A
• Average Volume (3M): 1.19M
• Price to Earnings (P/E): ―
• Beta (1Y): -19.47
• Revenue Growth: -36.78%
• EPS Growth: 28.64%
• Country: US
• Employees: 60
• Sector: Consumer Cyclical
• Sector Strength: 61
• Industry: Apparel - Footwear & Accessories
• EPS (TTM): -483.36
• Shares Outstanding: 6,823,269
• 10 Day Avg. Volume: 979,619
• 30 Day Avg. Volume: 1,192,802
• PEG Ratio: 0.04
• Price to Book (P/B): 2.29
• Price to Sales (P/S): 0.00
• P/FCF Ratio: -3.79
• Enterprise Value/Market Cap: 3.23
• Enterprise Value/Revenue: 0.56
• Enterprise Value/Gross Profit: -41.92
• Enterprise Value/Ebitda: -0.50
• 1Y Price Target: N/A
• Price Target Upside: N/A
• Rating Consensus: N/A
• Number of Analyst Covering: 0

• Rating: 37 Underperform
• Price Target: $1.50 ▲(17.19%Upside)

The overall stock score reflects significant financial distress, as evidenced by negative equity, operational losses, and a recent forbearance agreement, signaling high risk. Technical indicators further suggest a bearish momentum. The company's valuation is unattractive due to negative earnings and no dividend, further weighing on the score.

American Rebel Holdings Business Overview & Revenue Model

Company Description

American Rebel Holdings, Inc. provides safes and personal security products. The company offers home, office, and personal safes, as well as vault doors; concealed carry backpacks; and a range of concealed carry jackets, vests, coats, and T-shirts for men and women. It also provides supplemental accessories, including space savings items for its safes, such as hangers, lights kits, moisture guard, and rifle rod kits. The company markets its products through retailers, local specialty sports, hunting, and firearms stores, as well as online. American Rebel Holdings, Inc. was founded in 2014 and is based in Nashville, Kansas.

How the Company Makes Money

American Rebel Holdings generates revenue through the sale of its personal security and lifestyle products, primarily focusing on direct-to-consumer sales via its online platform and retail partnerships. The company's key revenue streams include the sales of concealed carry backpacks, apparel, and personal safes. Additionally, American Rebel leverages strategic partnerships with retailers to expand its market reach and boost sales. Factors such as consumer demand for personal security products and the company's ability to innovate and market effectively contribute significantly to its earnings.

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	9.89M	11.42M	16.00M	7.95M	986.83K	1.26M
Gross Profit	-671.91K	-119.64K	1.80M	-807.00K	174.70K	241.47K
EBITDA	-14.07M	-13.40M	-9.26M	-9.83M	-4.03M	-3.63M
Net Income	-19.96M	-17.60M	-9.73M	-10.09M	-6.10M	-5.98M
Balance Sheet
Total Assets	9.70M	10.01M	11.55M	12.55M	968.60K	1.12M
Cash, Cash Equivalents and Short-Term Investments	340.66K	287.55K	1.08M	286.09K	17.61K	60.90K
Total Debt	4.68M	10.81M	4.75M	2.12M	3.90M	4.99M
Total Liabilities	17.72M	17.64M	7.47M	4.89M	5.14M	6.13M
Stockholders Equity	-8.01M	-7.63M	4.07M	7.66M	-4.17M	-5.01M
Cash Flow
Free Cash Flow	-5.66M	-7.02M	-7.04M	-7.66M	-847.85K	-1.97M
Operating Cash Flow	-5.66M	-7.02M	-7.03M	-7.63M	-847.85K	-1.97M
Investing Cash Flow	-5.77K	-3.09K	-331.30K	-8.49M	0.00	0.00
Financing Cash Flow	5.40M	6.23M	8.15M	16.39M	804.55K	1.90M

American Rebel Holdings Technical Analysis

• Technical Analysis Sentiment: Negative
• Last Price: 1.28
• 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 1.28 is below the 20-day moving average (MA) of 1.56, below the 50-day MA of 2.18, and below the 200-day MA of 34.55, indicating a bearish trend. The MACD of -0.33 indicates Negative momentum. The RSI at 35.24 is Neutral, neither overbought nor oversold. The STOCH value of 24.28 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	72 Outperform	$177.13M	12.92	5.97%	2.61%	-2.01%	2.08%
WEYS	70 Outperform	$325.87M	11.21	11.76%	3.17%	-5.46%	-1.09%
CAL	68 Neutral	$474.17M	5.86	13.67%	2.00%	-4.84%	-49.08%
Sector *	62 Neutral	$16.90B	11.24	-7.48%	2.95%	1.60%	-23.76%
VRA	50 Neutral	$71.79M	―	-36.91%	―	-24.95%	-1959.79%
FORD	49 Neutral	$8.83M	―	-132.78%	―	-17.39%	12.45%
AREB	37 Underperform	$8.73M	―	-342.34%	―	-36.78%	28.64%

American Rebel Holdings Corporate Events

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.