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American Rebel Holdings Inc (NASDAQ: AREB) engages in the design and marketing of branded safes, personal security and self-defense products, as well as branded apparel and accessories. Founded on December 15, 2014, and headquartered in Brentwood, Tennessee, the company operates in the consumer non-durables sector with a market capitalization approximately $4.95 million.
Corporate Structure and Leadership
The company’s Articles of Incorporation authorize up to 600 million shares of common stock and 10 million shares of preferred stock, including 150,000 shares of Series A Convertible Preferred Stock. As of September 23, 2025, management and insiders hold 124,112 shares of Series A Preferred Stock, which carry superior voting rights. Leadership includes CEO Charles A. Ross, Jr., who has over 20 years of experience in corporate management.
Stock split by Maxim Hopman
Recent Developments and News
- On October 2, 2025, the company filed a prospectus (Rule 424(b)(2)) for the resale of up to 4,601,862 shares of common stock by selling stockholders.
- Effective October 3, 2025, American Rebel completed a 1-for-20 reverse stock split, as reported in its Form 8-K (filed October 3, 2025).
- On October 7, 2025, the company submitted a Form S-1 registration statement, indicating intentions to raise capital under the Securities Act of 1933.
- Trading on NASDAQ resumed at $8.80 per share on October 7, 2025, following a 54.12% increase from the previous close of $5.71 on volume of 391,469 shares.
Financial and Strategic Analysis
As of the trailing twelve months ended June 30, 2025:
- Revenue: $9.47 million
- Net loss: $32.85 million
- Diluted EPS: –$193.60
- Price/Sales: 0.16
- Enterprise value: $21.07 million (EV/Revenue: 2.22)
- Total cash: $457,210
- Levered free cash flow: –$10.67 million
In Q2 2025, revenue declined 28.62% year-over-year to $2.84 million, while the net loss widened to $18.14 million (258.51% increase quarter-over-quarter). The company has no declared dividend policy or forward P/E ratio. The next earnings report is estimated for November 15, 2025.
Strategically, the October 7 S-1 filing lays groundwork for financing in public capital markets. The October 2 prospectus indicates potential dilution risks, as stockholder approval is generally not required for new issuances.
Market Position and Industry Context
American Rebel operates as a micro-cap specialty manufacturer within the broader consumer non-durables and apparel/footwear sectors. Its beta (5-year monthly) of 1.09 indicates general market volatility. Shares trade near the lower end of their 52-week range of $5.56 to $1,947.50, and below the 200-day simple moving average. With market capitalizations under $300 million, the company’s peers are likely facing similar liquidity constraints and earnings challenges within a competitive retail landscape.
tl;dr
On October 7, 2025, AREB shares increased 54.12% to $8.80 following the completion of a 1-for-20 reverse stock split on October 3 and the filing of an S-1 registration statement. The company also filed a prospectus on October 2 for the resale of up to 4.6 million shares, indicating moves to access capital markets. Despite the share-price increase, trailing revenue of $9.47 million and a net loss of $32.85 million reflect ongoing profitability challenges. The next earnings release is estimated for November 15, 2025.
