viewAmerican Rebel Holdings, Inc.

American Rebel rides the concealed carry wave with trendy coats, backpacks; cracks market for safes


Nashville music star Andy Ross is building American Rebel into a patriotic brand by embracing its connection to the heartland

American Rebel Holdings, Inc. - American Rebel rides the concealed carry wave with trendy coats, backpacks; cracks market for safes

Quick facts: American Rebel Holdings, Inc.

Price: 0.078 USD

Market: OTCQB
Market Cap: $5.44 m
  • On track to clocking up revenue through safe sales  
  • Strong demand for coats, backpacks to hold concealed guns
  • Marketing successfully at trade shows

What American Rebel does:

American Rebel Holdings Inc (OTCMKTS:AREB) is riding the concealed carry wave by designing and marketing coats and backpacks to hold guns. In 2019, the company expanded its business by cracking the $500 million market for wall safes, personal safes and vaults.

Flamboyant Nashville country music star Andy Ross is the CEO of American Rebel and he is channeling his star power to grow his current venture into a patriotic brand by embracing a connection with the American heartland.

Ross saw a market opportunity in the concealed carry wave with the resurgent interest in personal safety, particularly among females and younger populations. American Rebel’s initial product offering was a stylish celeb-powered collection of concealed carry products, which were launched at the National Rifle Association’s annual meeting in 2017.

The company is a progression of the Nashville singer’s many passions, including sports and hunting. Ross supports gun rights and the Second Amendment. He has hosted Maximum Archery and other popular TV shows for 12 years. He is also well-known in the archery world as the founder of Ross Archery, ranked the world's fastest-growing bow manufacturing company in 2007 and 2008, according to trade magazines.  

The company is named after Ross’ spirited, patriotic hit song “American Rebel” featured on his third album Time to Fight released in 2016.  

American Rebel, which has offices in Nashville, Tennessee and Lenexa, Kansas, sells coats and backpacks to hold concealed weapons priced between $69 to $200.

How is it doing:

In October, American Rebel said it generated $60,000 in potential business at the CannaCon South confab in Oklahoma City. American Rebel partnered with Lock It Up Safe Company for the well-attended two-day convention. After the event, National Sales Manager Brett Lafferty said the company had a “long list” of dispensary operators, growers, and processors interested in its customized inventory control solutions.

American Rebel has created a sleek cannabis safe which is the first inventory control safe for the marijuana industry. Before the firm’s cannabis safe, dispensary owners had to make do with retro-fitting big gun safes, remodeling them expensively with dividers and shelving. As a customer-centric company, American Rebel’s engineers spent time with a Colorado dispensary owner understanding the needs of his business. The result is a roomy safe with a door panel which comes with lockable compartments and a writeable surface for listing inventory.

In addition to the inventory safes, the company says many dispensary operators are building vault rooms and the company expects to sell quite a few American Rebel Vault Doors too. In April, the company first installed it’s Made in America Vault Door, and three of its inventory control safes at the Leaf and Bud Provisioning Center, in Detroit. More business is likely to follow as Leaf and Bud Provisioning Centers will soon have new Michigan locations in Pontiac, Battle Creek, Center Line, Bay City and Vassar.

In addition to the inventory control safe for the cannabis industry, American Rebel offers six different models of floor safes, wall safes, and personal safes to retailers and specialty safe stores across America. The high-tech safes have double steel doors, digital keypads and can withstand a house fire for 75 minutes, according to the company. American Rebel recently welcomed Nevada Safes as its newest safe dealer.

In April, buoyed by its safe sales, American Rebel issued revenue guidance of $340,000-$365,000 for the first-quarter of 2020, an increase of 106% from the third quarter of 2019 at the low end of the range and an increase of 121% from the same quarter at the high end of the range.

Meanwhile, American Rebel is also tapping the concealed carry product market which has over $1 billion in annual sales. The company’s bestselling large pack, available in six different colors features an isolated pocket for an optional ballistic panel insert and one large main compartment with many smaller compartments and pockets.

In June, American Rebel told investors it was seeing an increase in sales of its gun safes and Freedom Concealed Carry Backpacks driven by a wave of Americans shopping for firearms. According to the company, sales have also picked up for the company's Men's Defender Concealed Carry Coats and Men's Cartwright Concealed Carry Coats.

American Rebel has introduced the Men's and Women's Freedom Lightweight Concealed Carry Jackets and the Women's Lightweight Freedom Concealed Carry Hoodie on its website, americanrebel.com. The company sells its products through its website and Amazon.

However, it also selects high-impact trade shows and markets tirelessly and strategically year-round. It is a regular at trade shows like the NSSF SHOT Show in Las Vegas, the NRA Great American Outdoor Show in Harrisburg, Pennsylvania, the NBS Spring Semi-Annual Market Show and the Iowa Deer Classic. This puts the American Rebel brand in front of its target market of gun-rights supporters. Some of these events are industry-only trade shows where sports industry people gather to showcase new products.

In September, American Rebel announced the opening of 13 new dealer accounts with multiple locations across the US thanks to the semi-annual Nation's Best Sports Fall Market which took on a virtual avatar this year.

American Rebel also recently sponsored NASCAR veteran David Starr behind the wheel of the No. 07 American Rebel Chevy Camaro at Kansas Speedway for the Kansas Lottery 300.

Inflection points:

  • Expect growth from available inventory and products under development
  • Achieving a bump in inventory control safe sales from dispensary owners
  • Momentum from exhibiting at high-impact trade shows
  • Traction from opening new dealer accounts with multiple locations

 What the boss says:

In a recent interview, American Rebel CEO Andy Ross told Proactive: “Safes are a core product in stores that carry products for the shooting sports. We believe that our safes and our concealed carry line work well together to keep our customers concealed and safe inside and outside the home.”

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Full interview: American Rebel CEO says the safe market has been...

American Rebel Holdings Inc (OTCMKTS:AREB) CEO Andy Ross tells Proactive New York that the Nashville, Tennessee-based company has stores lining up to begin carrying and selling the company's American Rebel sporting goods safes, a market that has been 'tremendous' for the company. Ross says...

on 09/30/2019

5 min read