American Rebel Holdings Reports 20% Revenue Decline and $5.23 Million Net Loss for Q3 2025

American Rebel Holdings, Inc. reported significant financial challenges in its latest quarterly filing for the period ending September 30, 2025. The company generated revenues of $1.88 million for the third quarter, a decrease of 20% from $2.34 million in the same period last year. For the nine months ended September 30, 2025, total revenues were $7.23 million, down 25% from $9.64 million in the prior year. The company also reported a net loss of $5.23 million for the quarter, compared to a loss of $1.75 million in the previous year, and a nine-month net loss of $28.43 million, significantly higher than the $9.70 million loss reported for the same period in 2024.

The financial performance reflects a broader trend of declining sales attributed to market conditions and increased operational costs. Total operating expenses surged to $3.48 million for the third quarter, up from $542,695 in the prior year, largely due to adjustments in compensation expenses and increased marketing costs. The gross margin for the quarter was negative at $(197,770), compared to $(497,977) in the previous year, indicating challenges in managing costs relative to sales.

In terms of strategic developments, American Rebel has been active in expanding its product offerings and market presence. The company launched American Rebel Beer in 2024 and has entered into several minority interest agreements, including a 19.01% stake in Schmitty’s Herbal Snuff and Pouches, and a 3% interest in RAEK Data, LLC. Additionally, the company acquired a commercial property in Nashville, Tennessee, for $14.1 million, which it plans to finance through a combination of preferred stock and a promissory note.

Operationally, American Rebel has faced challenges with its working capital, reporting a deficit of $17.65 million as of September 30, 2025, compared to a deficit of $8.94 million at the end of 2024. The company has also been navigating a complex debt landscape, with various working capital loans totaling approximately $19.2 million. The company’s ability to continue as a going concern is contingent upon securing additional funding and achieving profitability, which remains uncertain given the current market conditions and operational challenges.

Looking ahead, American Rebel Holdings is focused on addressing its liquidity needs and enhancing its product offerings. The company is actively seeking to raise capital through equity and debt offerings, although it acknowledges the potential for significant dilution to existing shareholders. The management remains optimistic about the long-term potential of its brand and product lines, particularly in the context of the growing demand for personal security products and the beer market. However, the company faces substantial risks, including compliance with Nasdaq listing requirements and the need to manage its operational costs effectively.