Champion Safe Applauds Northwest Safe’s Standout Showing at the Washington Sportsmen’s Show
Rhea-AI Summary
Champion Safe (NASDAQ: AREB) supported retailer Northwest Safe at the Washington Sportsmen’s Show on February 5, 2026, where Northwest Safe engaged thousands of attendees and sold a notable number of Champion safes. The booth featured Champion’s 10-foot, two-ton Big Yellow, driving foot traffic and conversions.
Champion Safe praised Northwest Safe’s customer service, showroom consultations, and professional delivery and installation as factors behind strong on-site sales and brand representation in the Pacific Northwest.
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Key Figures
Market Reality Check
Peers on Argus
AREB was down 16.13% while peers showed mixed but mostly positive moves (e.g., DBI up 7.36%, FORD up 4.23%, VRA up 3.77%), pointing to stock-specific pressure rather than a sector-wide move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 04 | Product promotion | Positive | -16.1% | Launch of limited-edition American Rebel Light Beer “Patriot Pack” offering. |
| Feb 03 | Dealer demand update | Positive | -20.9% | Recognition of 56% year-over-year Champion Safe order growth at a key dealer. |
| Jan 28 | Reverse stock split | Neutral | -3.5% | 1-for-20 reverse split of common stock and warrants to support Nasdaq listing. |
| Jan 28 | Distribution deal | Positive | -3.5% | Tri-Eagle Sales partnership expanding American Rebel Light Beer across Florida. |
| Jan 26 | Dealer marketing event | Positive | -20.2% | Champion Safe’s support of Norcal Safe & Vault at Sacramento Sportsmen’s Expo. |
Recent positive brand, dealer, and distribution news has repeatedly coincided with negative next-day price reactions.
Over late January and early February 2026, AREB announced several marketing and distribution milestones, including dealer-focused Champion Safe events, a Florida beer distribution partnership covering 16 counties, and a limited-edition 250th Anniversary “Patriot Pack” for American Rebel Light Beer. It also executed a 1-for-20 reverse stock split. Despite generally constructive operational headlines, 24-hour price reactions ranged from about -3.47% to more than -20%, suggesting persistent selling pressure around both growth and capital-structure news ahead of today’s dealer-show release.
Market Pulse Summary
This announcement underscores continued momentum for Champion Safe’s dealer network, with Northwest Safe drawing strong interest and converting traffic into sales, highlighted by the 10-foot, two-ton Big Yellow safe. In context with recent news on beer-brand promotions, distribution expansion and a reverse stock split, the story reinforces a dual focus on safes and beverages. Investors may monitor future filings for further capital-structure updates and how recurring dealer successes translate into reported financial performance.
AI-generated analysis. Not financial advice.
Premier Pacific Northwest retailer draws strong demand for Champion Safes and showcases the iconic Big Yellow
Provo, UT, Feb. 05, 2026 (GLOBE NEWSWIRE) -- Champion Safe Company (championsafe.com), a premier manufacturer of high-security safes and a proud subsidiary of American Rebel Holdings, Inc. (NASDAQ: AREB), America’s Patriotic Brand, proudly supported Northwest Safe during an exceptional showing at the Washington Sportsmen’s Show this past weekend, where the premier Pacific Northwest safe retailer connected with thousands of attendees and sold a significant number of Champion Safes. Northwest Safe’s booth quickly became a must-see destination on the show floor, highlighted by the presence of Champion’s legendary Big Yellow safe.
Throughout the event, Northwest Safe’s team engaged directly with customers, offering expert guidance, answering detailed questions, and demonstrating the quality and craftsmanship that have made the company one of the most trusted safe retailers in the region. The strong sales performance reflected both the high level of interest at the show and Northwest Safe’s ability to convert that interest into confident purchasing decisions.
A major highlight of the booth was Champion’s Big Yellow — standing 10 feet tall and weighing two tons — which drew crowds throughout the weekend. The oversized safe served as a powerful visual representation of Champion’s build quality and Northwest Safe’s ability to deliver standout retail experiences.
“We had an excellent show from start to finish,” said David Ballestrasse Jr., Vice President of Northwest Safe. “The Washington Sportsmen’s Show gives us a chance to meet customers face to face, answer real questions, and help people find the right safe for their needs. Having Big Yellow on display created a lot of excitement and brought people into conversations that quickly turned into sales.”
Northwest Safe has built its reputation on deep product knowledge, hands-on service, and a customer-first approach that extends well beyond the point of sale. From showroom consultations to professional delivery and installation, the company provides end-to-end service that gives customers confidence in both their purchase and their retailer.
“Northwest Safe continues to set the standard for what a great dealer experience looks like,” said Champion Safe CEO Tom Mihalek. “Their team understands their customers, knows the product inside and out, and knows how to create an environment where people feel comfortable making an important purchase. We were proud to support them at the show and to see so many Champion safes go to new owners.”
The Washington Sportsmen’s Show is one of the Pacific Northwest’s largest outdoor consumer events, bringing together sportsmen, outdoor enthusiasts, and families for product showcases, demonstrations, and educational seminars. The show provides an ideal platform for retailers like Northwest Safe to connect directly with customers who value knowledgeable service and proven products.
Champion Safe remains committed to supporting best-in-class dealers who elevate the brand through professionalism, expertise, and strong local relationships. Northwest Safe continues to be one of Champion’s top retail partners and a trusted resource for customers across the Pacific Northwest.
Visit Northwest Safe
Customers who missed the Washington Sportsmen’s Show are encouraged to visit Northwest Safe’s showrooms or explore their full selection online. Information on showroom locations, hours, consultations, and professional delivery and installation services can be found at nwsafe.com.
About Champion Safe Company
Champion Safe Co. has been at the forefront of safe manufacturing for over 25 years, providing high-quality safes engineered for ultimate security and fire protection. Built entirely with
About American Rebel Holdings, Inc. (NASDAQ: AREB)
American Rebel began as a designer and marketer of branded safes and personal security products and has since grown into a diversified patriotic lifestyle company with offerings in beer, branded safes, apparel, and accessories. With the introduction of American Rebel Light Beer, the company is now making waves in the beverage space.
Learn more at americanrebel.com
Watch the American Rebel Story as told by our CEO Andy Ross.
Contact Information
Locate a Champion Safe Dealer: https://www.championsafe.com/dealer-directory
Become a Champion Safe Dealer: https://www.championsafe.com/become-a-dealer
Investor Relations: ir@americanrebel.com
Media Inquiries
Monica Brennan: Monica@NewtoTheStreet.com
Forward-Looking Statements
This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Forward-looking statements include, but are not limited to, statements regarding our expectations, beliefs, intentions, strategies, and projections about future events or performance. Words such as “anticipates,” “believes,” “could,” “estimates,” “expects,” “intends,” “may,” “plans,” “potential,” “projects,” “should,” “target,” “will,” and similar expressions are intended to identify such forward-looking statements. These statements are based on current expectations and assumptions that are subject to risks and uncertainties, many of which are difficult to predict and are beyond our control.
Forward-looking statements in this release may include, without limitation, statements regarding: anticipated benefits from dealer partnerships and retail expansion initiatives; expected revenue growth for fiscal year 2025 and beyond; consumer demand for Champion Safe and American Rebel products; adoption by distributors and retailers; our ability to scale production and strengthen supply chain capabilities; the effectiveness of our sales, marketing, and brand-building strategies. Certain performance metrics, including year-to-date growth percentages and other financial or operating data referenced herein, are based on internal, unaudited information and are subject to change upon completion of the Company’s standard financial closing and review procedures.
Additional factors that could cause actual results to differ materially include, without limitation: (a) the final accounting treatment of transactions and arrangements described in the Company’s SEC filings under U.S. GAAP, including valuation determinations, classification between liabilities and equity, and related presentation and disclosure requirements; (b) the possibility that the SEC may review, comment on, delay, or not declare effective any registration statement or other filing (including any contemplated registration statement on Form S-1), or that the Company may be unable to timely file or maintain the effectiveness of registration statements or periodic reports for any reason; (c) the risk that the Company may not be able to meet Nasdaq continued listing requirements in the future (including due to changes in stockholders’ equity, market value, minimum bid price, corporate governance requirements, or other factors), and the risk of additional compliance actions, trading suspension, or delisting; (d) if applicable, the risk that conversions of the Company’s Series D Convertible Preferred Stock into common stock may not occur as anticipated, may be delayed, may be limited by contractual provisions (including beneficial ownership limitations), regulatory considerations, market conditions, or other factors, and/or may result in greater-than-anticipated dilution; (e) the availability of sufficient authorized and unissued shares of common stock, including the application of equity plan limits, share reservation mechanics, and other corporate, legal, or exchange requirements affecting issuance capacity; (f) the Company’s ability to perform its obligations under commercial agreements described in its SEC filings (including any sponsorship arrangements and related registration rights), and the impact of any disputes, enforcement actions, penalties, or additional consideration provisions triggered by non-performance or alleged non-performance; (g) the Company’s ability to rely on exemptions from registration for securities issuances described in its SEC filings and the risk of differing interpretations by regulators or third parties; (h) adverse developments in the Company’s operating results, liquidity, or access to capital; (i) volatility in the trading price and liquidity of the Company’s securities; and (j) general economic, market, regulatory, and competitive conditions.
Additional information regarding these and other risks is included in the Company’s filings with the SEC, including under the headings “Risk Factors” and “Management’s Discussion and Analysis of Financial Condition and Results of Operations” in the Company’s most recent Annual Report on Form 10-K, Quarterly Reports on Form 10-Q, and Current Reports on Form 8-K, as such filings may be amended or supplemented from time to time.
Readers are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date made. Except as required by law, the Company undertakes no obligation to publicly update or revise any forward-looking statements to reflect events or circumstances after the date of this press release.
Any forward-looking statement speaks only as of the date on which it is made. We undertake no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise, except as required by law.
Attachments
FAQ
How did Champion Safe (AREB) participate in the Washington Sportsmen’s Show on February 5, 2026?
What sales impact did Northwest Safe report at the Washington Sportsmen’s Show for Champion Safe (AREB)?
Why was Champion Safe’s Big Yellow important to AREB’s presence at the show?
How can customers who missed the February 2026 show buy Champion safes from Northwest Safe (AREB partner)?
What customer services did Northwest Safe highlight that supported Champion Safe (AREB) sales at the event?
