American Rebel Holdings, Inc.

What they do

The company operates primarily as a designer, manufacturer, and marketer of beverages, branded safes, and personal security and self-defense products, plus branded apparel and accessories. Its safes are built primarily of U.S.-made steel and marketed as higher-end features at mid-line price points. Products reach customers through a dealer network, select regional retailers, local specialty safe, sporting goods, hunting and firearms stores, and online channels including its own website and Amazon.com. The brand is tied to founder and CEO Andy Ross, a former archery-company founder and television host.

Revenue drivers

• Branded safes and personal security products — American Rebel safes, backpacks with the proprietary Personal Protection Pocket, and Freedom 2.0 concealed-carry jackets make up the core security product line; the filings describe safes as the primary product category.
• Beverages — The company states it designs, manufactures, and markets beverages under the American Rebel brand, alongside its security products, though no segment revenue breakout is provided in the excerpted MD&A.
• Apparel and accessories — Branded apparel and accessories for men and women are designed and produced under the American Rebel brand and sold through the same dealer and online channels.
• Distribution channels — Revenue is generated through a growing dealer network, select regional retailers, local specialty safe, sporting goods, hunting and firearms stores, and e-commerce platforms such as the company website and Amazon.com.

Recent performance

Annual revenue declined from $16.0M in 2023 to $11.4M in 2024 and $9.5M in 2025, while net loss widened from $17.6M in 2024 to $34.3M in 2025. Operating cash flow has been negative every year shown, at approximately -$7.2M in 2025 and -$7.0M in both 2023 and 2024. Recent quarterly revenue was $1.9M for the quarter ended 2025-09-30, $2.3M for 2025-12-31, and $2.0M for both 2026-03-31 and 2026-06-30. At 2026-06-30, total assets were $27.7M, total liabilities $24.1M, shareholder equity $3.6M, and cash and equivalents just $96,455. The company has filed a series of 8-Ks since May 2026 reporting material agreements, direct financial obligations, and unregistered equity sales.

Strategy

Management states it is positioning American Rebel as "America's Patriotic Brand," targeting consumers through the persona and public profile of founder and CEO Andy Ross, who is described as well known in archery and entertainment. The company aims to offer safes with higher-end features at mid-line price points, supported by work with manufacturing facilities and suppliers on quality and mechanical development. It continues to build a dealer network and sell through regional retailers and online marketplaces including Amazon.com. Management says it will not incur cash obligations it cannot satisfy with known resources, and notes that it has used restricted share issuances as consideration for indebtedness, which dilutes existing stockholders.

Risks

• Going-concern liquidity — Cash and equivalents were only $96,455 at 2026-06-30 against $24.1M of total liabilities, and operating cash flow was about -$7.2M in 2025.
• Persistent losses — Net loss widened to $34.3M in 2025 from $17.6M in 2024 even as revenue fell to $9.5M from $11.4M.
• Dilution from equity issuance — The company has repeatedly issued restricted shares and unregistered equity in 2026, and management explicitly acknowledges this dilutes existing stockholders.
• Serial financing activity — 8-K filings from 2026-05-08 through 2026-09-09 describe material agreements, direct financial obligations, and unregistered equity sales, indicating reliance on ongoing external financing.

Outlook

The excerpted filings contain no specific forward revenue or earnings guidance. Management describes the direction as continuing to build the American Rebel brand, dealer network, and online sales presence while controlling cash obligations. The most recent reported balance sheet shows minimal cash, so near-term funding needs are likely to be met through the financing activity the company has disclosed in its 2026 8-Ks.