American Rebel Holdings, Inc. operates primarily as a designer and marketer of branded safes and personal security and self-defense products. The Company also designs and produces branded apparel and accessories, including concealment pockets. It offers an assortment of personal security products as well as apparel and accessories for men and women under the Company’s American Rebel brand. The Company's products are designed to store firearms, as well as store its customers’ keepsakes, family heirlooms, and treasured memories. It offers a range of concealed carry jackets, vests, and coats for men and women. The Company’s apparel collection consists of Cartwright Coats and Vests, Freedom 2.0 Jackets and Vests and American Rebel T-Shirts Collection. Its safe collection consists of six safes in a range of sizes: AR-50, AR-40, AR-30, AR-20, AR-15, and AR-12. The Company is also a manufacturer of gun safes with security and fire protection.