Champion Safe Company Accelerates Market Growth with Strategic Dealer Expansion in Colorado
Champion Safe Company (NASDAQ: AREB), a subsidiary of American Rebel Holdings, announces a strategic dealer expansion through partnership with Seaworth Safe Sales in Colorado's Front Range region. The partnership launches with a significant six-figure, two-truckload opening order.
Under CEO Tom Mihalek's leadership since early 2024, Champion has implemented strategic changes including product optimization, SKU rationalization, and enhanced dealer feedback systems. The company emphasizes its commitment to 100% American-made manufacturing, offering high-strength steel safes with lifetime warranties, specifically targeting markets driven by outdoor lifestyles, firearm ownership, and cannabis storage needs.
Champion Safe Company (NASDAQ: AREB), una controllata di American Rebel Holdings, annuncia un'espansione strategica della rete di rivenditori tramite una partnership con Seaworth Safe Sales nella regione del Front Range in Colorado. La collaborazione parte con un ordine iniziale significativo di sei cifre e due camion carichi.
Sotto la guida del CEO Tom Mihalek, in carica dall'inizio del 2024, Champion ha introdotto cambiamenti strategici tra cui l'ottimizzazione dei prodotti, la razionalizzazione degli SKU e il miglioramento dei sistemi di feedback dei rivenditori. L'azienda sottolinea il suo impegno verso una produzione 100% americana, offrendo casseforti in acciaio ad alta resistenza con garanzia a vita, rivolgendosi in particolare a mercati caratterizzati da uno stile di vita all'aperto, possesso di armi da fuoco e necessità di conservazione della cannabis.
Champion Safe Company (NASDAQ: AREB), una subsidiaria de American Rebel Holdings, anuncia una expansión estratégica de distribuidores mediante una alianza con Seaworth Safe Sales en la región del Front Range de Colorado. La asociación inicia con un pedido de apertura significativo de seis cifras y dos camiones cargados.
Bajo el liderazgo del CEO Tom Mihalek desde principios de 2024, Champion ha implementado cambios estratégicos que incluyen la optimización de productos, racionalización de SKUs y sistemas mejorados de retroalimentación para distribuidores. La compañía destaca su compromiso con la fabricación 100% estadounidense, ofreciendo cajas fuertes de acero de alta resistencia con garantía de por vida, enfocándose en mercados impulsados por estilos de vida al aire libre, propiedad de armas de fuego y necesidades de almacenamiento de cannabis.
Champion Safe Company (NASDAQ: AREB)는 American Rebel Holdings의 자회사로, 콜로라도 프론트 레인지 지역에서 Seaworth Safe Sales와의 전략적 딜러 확장을 발표했습니다. 이 파트너십은 6자리 수 규모의 두 대 트럭 분량 첫 주문으로 시작됩니다.
2024년 초부터 CEO Tom Mihalek의 리더십 아래 Champion은 제품 최적화, SKU 합리화, 딜러 피드백 시스템 강화 등 전략적 변화를 도입했습니다. 회사는 100% 미국산 제조를 고수하며, 평생 보증이 제공되는 고강도 강철 금고를 제공하고 있으며, 야외 라이프스타일, 총기 소유, 대마초 보관 수요가 높은 시장을 목표로 하고 있습니다.
Champion Safe Company (NASDAQ : AREB), une filiale d'American Rebel Holdings, annonce une expansion stratégique de son réseau de distributeurs grâce à un partenariat avec Seaworth Safe Sales dans la région du Front Range au Colorado. Ce partenariat débute avec une commande d'ouverture importante de six chiffres, équivalente à deux chargements de camions.
Sous la direction du PDG Tom Mihalek depuis début 2024, Champion a mis en œuvre des changements stratégiques incluant l'optimisation des produits, la rationalisation des références (SKU) et l'amélioration des systèmes de retour d'information des distributeurs. L'entreprise souligne son engagement envers une fabrication 100 % américaine, proposant des coffres-forts en acier haute résistance avec garantie à vie, ciblant particulièrement les marchés liés aux modes de vie en plein air, à la possession d'armes à feu et aux besoins de stockage du cannabis.
Champion Safe Company (NASDAQ: AREB), eine Tochtergesellschaft von American Rebel Holdings, kündigt eine strategische Erweiterung des Händlernetzwerks durch eine Partnerschaft mit Seaworth Safe Sales in der Front Range Region von Colorado an. Die Partnerschaft startet mit einer bedeutenden sechsstelligen Eröffnungsbestellung, die zwei LKW-Ladungen umfasst.
Unter der Leitung von CEO Tom Mihalek seit Anfang 2024 hat Champion strategische Änderungen umgesetzt, darunter Produktoptimierung, SKU-Rationalisierung und verbesserte Händler-Feedback-Systeme. Das Unternehmen betont sein Engagement für 100% amerikanische Herstellung und bietet hochfeste Stahlsafes mit lebenslanger Garantie an, wobei der Fokus auf Märkten liegt, die von Outdoor-Lebensstilen, Waffenbesitz und Cannabislagerung geprägt sind.
- Secured significant six-figure opening order from new strategic dealer partnership
- Expanding into Rocky Mountain market, one of the fastest-growing regions for premium safe demand
- Increasing dealer activations and order volumes under new leadership
- Successfully implemented product optimization and SKU rationalization strategy
- None.
Insights
Champion Safe's Colorado expansion with Seaworth represents meaningful regional growth with a six-figure opening order, showcasing effective leadership strategy.
The partnership between Champion Safe and Seaworth Safe Sales represents a strategic market penetration into Colorado's Front Range, targeting one of the fastest-growing regions for premium safe demand. The six-figure opening order requiring two truckloads demonstrates immediate revenue impact and dealer confidence in Champion's product lineup.
Under CEO Tom Mihalek's leadership since early 2024, Champion has implemented several operational improvements that appear to be gaining traction:
- Product optimization and SKU rationalization focusing on high-demand items
- Enhanced analytics and dealer feedback systems
- Market-specific product mix development
- Improved inventory management and sell-through rates
This dealer expansion is particularly noteworthy for its timing – coming after approximately 18 months of Mihalek's leadership – suggesting the turnaround strategy is progressing from planning to execution phase. The company is strategically positioning itself in the premium American-made safe market, emphasizing domestic manufacturing as a competitive differentiator against imported products.
The Colorado market choice is intelligent given the region's specific demand drivers: outdoor lifestyles, responsible firearm ownership, and regulated cannabis storage needs – all requiring secure storage solutions. This indicates Champion is targeting growth in markets with multiple overlapping demand factors rather than pursuing generic expansion.
For American Rebel Holdings, this expansion represents promising progress in their multi-vertical strategy across safes, apparel, and beverages under a unified patriotic branding approach.
New Leadership at Champion Safe, a Division of American Rebel Holdings, Inc. (NASDAQ: AREB), Crystallizes Strategic Vision for Market Share Growth Across Patriotic-Branded Divisions
PROVO, UT, July 17, 2025 (GLOBE NEWSWIRE) -- Champion Safe Company (www.championsafe.com), a leading manufacturer of high-security safes and proud subsidiary of American Rebel Holdings, Inc. (NASDAQ: AREB), America’s Patriotic Brand, proudly announces its newest dealer partnership with Seaworth Safe Sales, a trusted and respected retailer serving Colorado’s Front Range for decades.
The move marks a powerful expansion into the Rocky Mountain market, one of the fastest-growing regions for premium safe demand driven by outdoor lifestyles, responsible firearm ownership, and regulated cannabis storage. Seaworth brings deep regional expertise and customer trust, making them an ideal partner for Champion’s next growth chapter.
“The Seaworth partnership is a strong validation of our brand momentum,” said Tom Mihalek, CEO of Champion Safe Company. “A six-figure, two-truckload opening order isn’t just a purchase—it’s a commitment to what Champion now stands for: precision, performance, and market readiness. The Seaworth deal isn’t just another dealer activation—it’s a strategic signal that leading dealers like Seaworth believe in what we’re building. And we’re ready to continue to earn that trust every day.”
Since Mihalek took the reins in early 2024, Champion has focused intensely on product optimization and SKU rationalization, dialing in the safes customers actually want and cutting the noise. Supported by improved internal analytics, enhanced dealer feedback loops, and refined regional data, Champion is now delivering smarter product mixes tailored to each market segment, customer profile and consumer demand—streamlining inventory and improving sell-through rates.
Seaworth is the latest to tap into that momentum, joining a growing roster of respected dealers embracing Champion’s reengineered path forward.
A little over one year into Tom Mihalek’s leadership the disciplined approach is paying off: new dealer activations are rising, existing dealers are increasing their orders, and Champion is regaining ground as a leader in American-made secure storage.
Champion still focuses on quality but American made craftsmanship as All Champion safe models are made from
“We’re proud to have Seaworth Safe Sales on board,” said Jon Minder, Vice President of Sales & Marketing at Champion Safe. “Their decision to partner with us reinforces the value of our recent product enhancements, dealer-first approach, and unwavering commitment to American craftsmanship—qualities today’s customers truly demand.”
Champion Safe Company is well-positioned to grab market share and drive revenue growth, supported by better tools, better information, and better products. As American Rebel Holdings continues its expansion across safes, apparel, and beverages, the mission remains the same: help Americans protect what they value most—with gear they can trust.
Contact: ir@americanrebel.com
About Champion Safe Company
Champion Safe Company has been at the forefront of safe manufacturing for over 25 years, offering a range of high-quality safes designed for ultimate security and fire protection. With a commitment to craftsmanship and innovation, Champion Safes are trusted by homeowners, gun owners, and businesses across the nation. To learn more, visit: championsafe.com
About American Rebel Holdings, Inc.
American Rebel Holdings, Inc. (NASDAQ: AREB) designs, manufactures, and markets branded safes, personal protection products, apparel, and patriotic beverages. The Company continues to evolve as a multi-industry lifestyle brand aligned with American values. Learn more at americanrebel.com and americanrebelbeer.com.
Forward-Looking Statements
This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. American Rebel Holdings, Inc., (NASDAQ: AREB; AREBW) (the “Company,” "American Rebel,” “we,” “our” or “us”) desires to take advantage of the safe harbor provisions of the Private Securities Litigation Reform Act of 1995 and is including this cautionary statement in connection with this safe harbor legislation. The words "forecasts" "believe," "may," "estimate," "continue," "anticipate," "intend," "should," "plan," "could," "target," "potential," "is likely," "expect" and similar expressions, as they relate to us, are intended to identify forward-looking statements. We have based these forward-looking statements primarily on our current expectations and projections about future events and financial trends that we believe may affect our financial condition, results of operations, business strategy, and financial needs. Important factors that could cause actual results to differ from those in the forward-looking statements include benefits of dealer expansion, actual revenues for fiscal 2025, our ability to effectively execute our business plan, and the Risk Factors contained within our filings with the SEC, including our Annual Report on Form 10-K for the year ended December 31, 2023. Any forward-looking statement made by us herein speaks only as of the date on which it is made. Factors or events that could cause our actual results to differ may emerge from time to time, and it is not possible for us to predict all of them. We undertake no obligation to publicly update any forward-looking statements, whether as a result of new information, future developments or otherwise, except as may be required by law.
FAQ
What is the significance of Champion Safe's new dealer partnership with Seaworth Safe Sales?
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