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It’s arguably all about the brand.

While American Rebel Holdings Inc. (NASDAQ:AREB) concentrates on building high-quality products such as safes designed to store firearms, the Lenexa, Kansas, and Nashville, Tennessee-based company aims to separate itself from its competitors by highlighting its brand focus on patriotism and rugged independence.

The quality of the company’s products is reportedly one of its prime directives, but American Rebel’s focus on its brand aims for building loyalty and an expanding customer base.

“Our brand is predicated on patriotism and quintessential American character: protecting our loved ones,” the company says. “Maintaining, protecting, and enhancing the American Rebel brand is critical to expanding our loyal enthusiasts base, network of dealers, and other partners.”

The company positions itself as a go-to patriotic brand at a time when it says “national spirit” is rekindling.

“We are proud advocates of the Second Amendment and encourage safe and responsible gun ownership,” the company says.

The company’s main product line is safes specifically designed to hold firearms. The company will soon launch a Made-in-the-USA model built in Topeka, Kansas. 

Raising Some Greenbacks

The company announced in early February it had raised $10.5 million in a public offering. 

It plans to use the net proceeds to repay outstanding indebtedness and for general corporate purposes, including working capital, increased research and development expenditures, and funding American Rebel’s growth strategies.

“Since it is impossible to predict with certainty the timing and amount of funds required to establish profitability, we anticipate that we will need to raise additional funds through equity or debt offerings or otherwise in order to meet our expected future liquidity requirements,” the company said.

This post contains sponsored advertising content. This content is for informational purposes only and is not intended to be investing advice.