Here are 1-3 brief analogies to describe American Rebel (AREB):

• The Yeti of gun safes.
• Bass Pro Shops for home security and preparedness.

• Safes: American Rebel designs and sells a variety of secure safes, including gun safes and home safes, for protecting firearms and valuables.
• Concealed Carry Gear: The company offers a range of merchandise specifically designed for concealed carry, such as backpacks, jackets, and other apparel.
• Lifestyle Apparel & Accessories: American Rebel also provides branded clothing, hats, and various accessories reflecting an American and patriotic lifestyle.

American Rebel (AREB) primarily sells its products to individual consumers, both directly through its e-commerce channels and indirectly through various retail partners. The company's public filings indicate that no single business-to-business customer accounts for more than 10% of its revenue, suggesting a diversified sales approach ultimately targeting the end-user.

Based on its product lines and brand identity, American Rebel serves the following primary categories of individual customers:

• Firearm & Personal Defense Community: This category includes individuals who own firearms for purposes such as sport, hunting, self-defense, or collection. They are primary customers for American Rebel's gun safes, concealed carry apparel, and related personal defense accessories, prioritizing secure storage, accessibility, and discretion for their firearms and personal safety.
• Security-Conscious Homeowners & Individuals: This group comprises customers primarily seeking robust storage solutions for valuables, important documents, and other sensitive items, which may or may not include firearms. They value protection against theft, fire, and unauthorized access within their homes or for their personal assets.
• American Lifestyle & Patriotic Consumers: These individuals resonate with the American Rebel brand's identity, which often emphasizes themes of patriotism, freedom, and a rugged American spirit. They may purchase a range of products, including apparel and accessories, driven by brand loyalty and alignment with the company's values and imagery.

Charles A. Ross, Jr. CEO, Executive Chairman, Secretary, and Treasurer

Charles A. Ross, Jr., also known as Andy Ross, is the CEO, Executive Chairman, Secretary, and Treasurer of American Rebel Holdings, Inc.. He founded American Rebel in 2014. Prior to American Rebel, he founded Digital Ally, Inc. in 2004. He also previously served as CEO of CubeScape, Inc.. Beyond his entrepreneurial ventures, Ross is a singer-songwriter, a TV host for shows like "Maximum Archery World Tour" and "American Rebel", an author, and a public speaker.

Douglas Edward Grau Interim Principal Financial Officer and Interim Principal Accounting Officer

Douglas Edward Grau serves as the Interim Principal Financial Officer and Interim Principal Accounting Officer for American Rebel Holdings, Inc.. He previously worked as an executive at Warner Bros. Records in Nashville for fifteen years, where he was involved in developing the talents of various artists. Grau holds a Bachelor's degree in Business Administration from Belmont University, which he earned in 1985. While he was noted to have stepped down from the President and Interim Principal Accounting Officer roles in July 2025 to become President of a new subsidiary, American Rebel Productions, LLC, more recent information from October 2025 lists him in these financial officer roles for the parent company.

Corey A. Lambrecht President and Chief Operating Officer

Corey A. Lambrecht serves as the President and Chief Operating Officer of American Rebel Holdings, Inc.. He is also noted as an entrepreneur. Effective July 1, 2025, Lambrecht assumed the additional role of President.

Todd Porter President of American Rebel Beverages, LLC

Todd Porter is the President of American Rebel Beverages, LLC, a subsidiary of American Rebel Holdings, Inc.. He joined the company in August 2024 and is a beverage industry veteran with over two decades of experience, encompassing retail, wholesale, and small business management. Porter previously served as the General Manager of Veterans United Craft Brewery and has a military background.

Nathan Findley President of American Rebel Safes

Nathan Findley is the President of American Rebel Safes, a significant division within American Rebel Holdings, Inc.. He provides specialized expertise and leadership to the company's secure storage solutions segment.

1. Significant Financial Distress and Risk of Bankruptcy: American Rebel has consistently reported substantial net losses, declining revenues, and negative operating and net margins. The company has a weak balance sheet with significant liabilities, a working capital deficit, and has been burning through cash. Its Altman Z-Score of -7.8 places it in the distress zone, indicating a high risk of bankruptcy. These ongoing financial challenges raise crucial concerns regarding its long-term viability and ability to achieve profitability.
2. Nasdaq Listing Non-Compliance and Delisting Risk: The company has faced repeated issues with Nasdaq listing requirements, including delays in filing periodic reports and previously having low stockholders' equity. While a recent filing in November 2025 indicated compliance with the minimum stockholders' equity standard, the company's history of non-compliance, reliance on reverse stock splits, and overall financial instability pose an ongoing risk of delisting. Delisting could severely impact its ability to raise further financing and affect the liquidity and value of its stock.
3. High Stock Volatility and Shareholder Dilution: AREB's stock has experienced extreme price and volume fluctuations and is considered highly volatile. Shareholders have also been substantially diluted in the past year. The company's need to raise additional equity and debt capital to fund operations, as well as the speculative nature of its warrants, contribute to the risk of further dilution and adverse effects on the stock's market price.

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American Rebel (AREB) operates in several distinct markets, offering products and services primarily in the United States. The addressable markets for their main offerings are as follows:

• Safes (Gun Safes and Vault Doors): The gun safe market in the U.S. is estimated to be a $2 billion sector. The global vaults and vault doors market was valued at $735.3 million in 2023 and is projected to reach $1,484.14 million by 2033, growing at a CAGR of 7% from 2024 to 2033. North America held the largest share in the global vaults and vault doors market in 2023. Another estimate places the global vault door market at approximately $500 million in 2025, with a projection to reach $700 million by 2033.
• Concealed Carry Apparel and Backpacks: The concealed carry market in the U.S. is an over $1 billion sector. American Rebel's concealed carry apparel also falls under the broader global outdoor clothing market, which was estimated to have an annual revenue of $11.8 billion and is expected to grow by $4.4 billion from 2021 to 2026.
• Beer (American Rebel Light Beer): The U.S. beer sector is a significant market, valued at $110 billion.
• Self-Defense Products (Stun Guns, Pepper Spray): Null
• Security Consultation and Installation (Safe Rooms, Ballistic Panels): Null

Here are 3-5 expected drivers of future revenue growth for American Rebel (AREB) over the next 2-3 years:

1. Expansion of American Rebel Light Beer: The company is actively expanding the market penetration of its American Rebel Light Beer. This includes launching in new states such as Mississippi with Clark Beverage Group, entering northeast Ohio, and securing distribution in prominent retailers like Kroger stores in Tennessee. The expansion through established networks like Miller/Coors and Anheuser-Busch distributors is also expected to meet soaring demand and drive revenue growth.
2. Growth in Online Sales: American Rebel has experienced a significant surge in gross online sales, with reported increases of 1100% and 1000% due to heightened demand. Continuing to leverage and grow its e-commerce channel is a key driver for future revenue.
3. New Security Product Launches and Dealer Interest: The strong dealer interest in Champion Safe's 2025 Triumph Series, featuring enhanced security and fire protection, indicates a potential for increased demand and revenue within American Rebel's security products segment.
4. Expanded Retail Footprint for Security Products: American Rebel Holdings is strategically expanding its retail reach for security products, as evidenced by its growth with Balls Food Stores in Kansas City, building on prior success in Tennessee. This broader physical presence aims to capture more customers.
5. Increased Brand Visibility and Marketing Initiatives: The company is investing in significant brand visibility efforts, including a nationwide advertising campaign for both its beer and security products, as well as title sponsorships for events like the NHRA 4-Wide Nationals. These initiatives, coupled with CEO appearances, are designed to boost brand awareness, consumer engagement, and ultimately, sales across its product lines.

Share Issuance

• American Rebel completed an underwritten public offering in February 2022, selling 2,530,121 units at $4.15 per unit, generating approximately $10.5 million in gross proceeds. Each unit included one share of common stock and one warrant to purchase one share of common stock.
• In October 2025, American Rebel executed a 1-for-20 reverse stock split to comply with Nasdaq's minimum bid price requirement, reducing outstanding shares from approximately 11.3 million to an estimated 560,000-600,000 shares before adjustments.
• A previous 1-for-25 reverse stock split was effective March 31, 2025, reducing outstanding shares from approximately 10.6 million to about 423,000 to improve marketability and meet Nasdaq listing requirements.
• In May 2025, the company issued notes which included five-year warrants to purchase 1,901,916 shares of common stock with an exercise price of $2.75.

Inbound Investments

• American Rebel entered into a Securities Purchase Agreement in October 2025 with 1800 Diagonal Lending, LLC for a promissory note with a principal amount of $183,280, receiving net proceeds of $158,000 after discounts and fees.
• The company indicated in October 2025 that it initiated multiple transactions, including debt conversions and minority equity investments, to achieve compliance with Nasdaq's minimum stockholder equity threshold of $2.5 million.

Outbound Investments

• In October 2025, American Rebel announced a $1.5 million strategic investment in RAEK Data, LLC, a company specializing in first-party data and identity resolution, aiming to fuel customer loyalty and data-driven growth.

Capital Expenditures

• American Rebel reported capital expenditures of $10,268,300 in 2022.
• Capital expenditures were significantly reduced to $331,300 in 2023.