American Rebel Holdings Reports 30% Revenue Decline in Q2 2026

American Rebel Holdings, Inc. reported a significant decline in financial performance for the second quarter of 2026, with revenues of $1.99 million, down 30% from $2.84 million in the same period last year. For the first half of 2026, total revenues were $3.97 million, a decrease of 26% compared to $5.35 million in the first half of 2025. The company's cost of goods sold also decreased, totaling $2.14 million for the quarter and $4.52 million for the six months, reflecting a reduction in sales volume amid challenging market conditions. The gross margin for the second quarter was negative $156,000, compared to a loss of $31,000 in the prior year, indicating increased operational costs.

The company reported a net loss of $5.98 million for the second quarter, significantly lower than the $18.14 million loss recorded in the same period of 2025. For the first half of 2026, the net loss was $12.84 million, down from $23.20 million in the previous year. This improvement in net loss was attributed to a reduction in losses from debt extinguishment and a decrease in various operational expenses, including product development and compensation costs.

Operationally, American Rebel has been focusing on strategic initiatives, including the launch of its American Rebel Beer, which is expected to contribute to revenue growth. The company has also formed a new subsidiary, American Rebel Licensing NIL I, Inc., to explore licensing opportunities, although it has not yet generated significant revenue from this venture. The company’s employee headcount and customer engagement metrics were not disclosed in the filing, but the company continues to emphasize its commitment to enhancing product quality and expanding its market presence.

As of June 30, 2026, American Rebel's total assets were reported at $27.69 million, down from $31.82 million at the end of 2025. The company’s liabilities also decreased to $24.12 million from $27.44 million, reflecting ongoing efforts to manage debt levels. However, the company continues to face challenges, including a working capital deficit of $19.42 million and an accumulated deficit of $112.37 million. The company’s stock was delisted from Nasdaq in May 2026 due to non-compliance with listing rules, and it is now trading on the OTC Markets.

Looking ahead, American Rebel Holdings anticipates continued investment in marketing and product development to drive growth. The company is actively exploring options for reclassification to a higher tier on the OTC Markets and is monitoring opportunities for relisting on a national exchange. However, management has expressed concerns about the ability to secure additional funding and the potential for significant dilution of existing shareholders as it seeks to raise capital to support its operations and growth initiatives.