American Rebel Holdings, Inc. designs and markets a range of branded safes, concealed carry bags and apparel, and other personal security and self-defense products. Its portfolio includes home, office, and personal safes, vault doors, concealed carry backpacks, jackets, vests, coats, and T-shirts for men and women. The company markets its offering through various channels, including regional retailers, specialty safe, sporting goods, and firearms stores, and its own website and e-commerce platforms.