Champion Safe Supports Norcal Safe & Vault’s Leadership at the Sacramento Sportsmen’s Expo
Rhea-AI Summary
Champion Safe (NASDAQ: AREB) supported Norcal Safe & Vault at the Sacramento Sportsmen’s Expo, showcasing Champion high-security safes and dealer expertise to thousands of Northern California consumers.
Norcal Safe & Vault, family owned by Dan and Kevin Engstrom, staffed show booths offering hands-on guidance, consultations, delivery and installation services. Champion Safe highlighted Norcal as a long-time dealer partner and regional leader with strong online customer reviews and showroom presence in Sacramento and San Jose.
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News Market Reaction
On the day this news was published, AREB declined 20.23%, reflecting a significant negative market reaction. Argus tracked a trough of -26.5% from its starting point during tracking. Our momentum scanner triggered 21 alerts that day, indicating elevated trading interest and price volatility. This price movement removed approximately $705K from the company's valuation, bringing the market cap to $3M at that time.
Data tracked by StockTitan Argus on the day of publication.
Market Reality Check
Peers on Argus
AREB was down 11.51% while peers were mixed: FORD up 4.23%, with RCKY, VRA, WEYS and DBI modestly negative. This pattern points to stock-specific pressure rather than a coordinated sector move tied to this dealer-focused announcement.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 21 | Reverse stock split | Negative | -7.7% | 1-for-20 reverse split to support Nasdaq minimum bid price compliance. |
| Jan 16 | Distribution expansion | Positive | -0.1% | Virginia beer distribution correction release highlighting new accounts and footprint. |
| Jan 14 | Dealer growth highlight | Positive | -15.0% | Champion Safe recognized >75% order growth with SafeSource New York dealer. |
| Jan 13 | Distribution partnership | Positive | -7.7% | New Virginia distribution partnership to expand American Rebel Light Beer reach. |
| Jan 09 | Debt to equity swap | Positive | -2.7% | Conversion of about $2.05M accrued obligations into Series D preferred equity. |
Recent history shows AREB often trading lower after both positive operating updates and capital-structure actions, with only the reverse split headline aligning with a negative price move.
Over the past weeks, American Rebel announced board and executive conversions of about $2.05 million of obligations into Series D preferred equity, multiple debt-for-equity and settlement transactions, and fresh distribution partnerships for American Rebel Light Beer in Virginia. Champion Safe also highlighted strong growth with a key New York dealer. A 1-for-20 reverse stock split was later approved. Despite largely growth- and balance-sheet-oriented news, shares mostly declined after these events, framing today’s positive dealer support announcement against a backdrop of persistent market skepticism.
Market Pulse Summary
The stock dropped -20.2% in the session following this news. A negative reaction despite constructive dealer news fits recent patterns, where AREB often traded lower after positive operating and distribution updates. The article highlights Champion Safe’s support for a key Northern California dealer and strong customer engagement, but the stock entered the day deep below its 200-day moving average and far under its 52-week high. Ongoing balance-sheet overhang and reverse-split plans could continue to dominate sentiment over incremental brand or channel wins.
AI-generated analysis. Not financial advice.
Northern California’s premier safe and vault retailer delivers expertise, service, and selection at Cal Expo
Provo, UT, Jan. 26, 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 Norcal Safe & Vault during a successful showing at the Sacramento Sportsmen’s Expo at Cal Expo, where the family-owned retailer connected with thousands of Northern California consumers seeking high-quality safes and vault solutions. As a long-time Champion dealer, Norcal Safe & Vault once again demonstrated why it is widely regarded as the premier safe and vault retail destination in the region.
Throughout the Expo, Norcal Safe & Vault’s team engaged directly with attendees, providing hands-on guidance, answering detailed questions, and helping customers better understand how to choose the right safe for their needs. The booth served as a destination for showgoers looking for knowledgeable expertise, trusted products, and a retailer with deep roots in Northern California.
Norcal Safe & Vault is family owned and operated by father-and-son team Dan and Kevin Engstrom. Built on a foundation of integrity, service, and long-term relationships, the business has earned a reputation for professionalism and reliability across Northern California. With showroom locations serving both the Sacramento and San Jose markets, Norcal provides full-service solutions including expert consultation, delivery, and installation.
Champion Safe CEO Tom Mihalek emphasized the importance of Norcal Safe & Vault as a dealer partner and industry leader. “Norcal Safe & Vault exemplifies what we look for in a Champion dealer,” said Mihalek. “Their knowledge, professionalism, and commitment to customer service consistently set them apart. They have earned their position as Northern California’s premier destination for safes and vaults, and Champion is proud to support their continued success.”
Customer feedback further supports Norcal’s standing in the market. The company maintains strong online reviews across its digital platforms, with customers frequently highlighting the team’s expertise, responsiveness, and smooth delivery and installation experiences. This consistent positive feedback reflects Norcal’s focus on doing business the right way and delivering value long after the sale.
The Sacramento Sportsmen’s Expo is one of Northern California’s largest consumer outdoor shows, drawing sportsmen, collectors, and families from across the region. Hosted annually at Cal Expo, the event features a wide range of exhibitors, product demonstrations, and educational opportunities, making it an ideal venue for retailers like Norcal Safe & Vault to engage directly with customers who value quality and knowledgeable service.
Champion Safe remains committed to supporting best-in-class dealers who elevate the customer experience and represent the brand with professionalism. Norcal Safe & Vault continues to be a key partner in Northern California, serving homeowners, collectors, and businesses with expertise, integrity, and a family-first approach.
Visit Norcal Safe and Vault to see hand crafted Champion safes up close today: norcalsafeandvault.com
SACRAMENTO SHOWROOM
Showroom Hours: Mon-Sat: 9am - 5pm | Closed Sundays
(916) 373-1900 | 817 Jefferson Blvd West Sacramento, CA 95691
SAN JOSE SHOWROOM
Showroom Mon-Sat: 9am - 5pm | Closed Sundays
(408) 559-5004 | 2897 S Bascom Ave Campbell, CA 95008
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.
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