How a Tulsa Retailer Ignited a 65% Sales Surge for a Patriotic Brand

TULSA, OK – December 09, 2025 – On the surface, it’s a straightforward success story: Champion Safe Company, a premier manufacturer of high-security safes, today announced a staggering 65% year-over-year increase in orders from a single retail partner, Sports World Tulsa. For Champion’s parent company, American Rebel Holdings, Inc. (NASDAQ: AREB), it’s a welcome piece of good news. But beneath this headline figure lies a fascinating case study in modern business, weaving together the enduring power of specialized local retail, the direct impact of state-level policy, and the high-stakes diversification strategy of a brand aiming to build a “patriotic lifestyle” empire.

This isn't just about selling more steel boxes. It's about how a 16,000-square-foot, family-owned superstore in Oklahoma is outmaneuvering big-box competitors and what that signals for the future of niche commerce.

The Unbeatable Edge of Community Retail

In an era dominated by e-commerce giants and impersonal national chains, Sports World Tulsa stands as a testament to a different model. Established in 1976 and approaching its 50th anniversary, the retailer has cultivated a deeply loyal customer base by focusing on expertise and experience over volume and velocity. Online reviews consistently paint a picture of a business that prioritizes education over upselling, with staff lauded for taking the time to guide customers through complex purchases like firearms and high-end safes.

This approach is particularly critical for products like those from Champion Safe. “People want a safe that will last decades,” noted Sports World owner Kevin Prall in the announcement. “When customers compare the steel, the feel, the weight — they see the difference immediately.” This hands-on comparison is an experience that cannot be replicated online. While a customer might click “buy” on a generic cabinet from a mass-market website, the decision to invest in a heavy-duty, American-made steel safe often requires the trust and guidance that a dedicated specialist provides. Sports World provides that physical showroom and educational environment, complete with its popular in-store Camo Cafe, creating a community hub rather than just a point of sale.

Tom Mihalek, CEO of Champion Safe Company, highlighted this symbiotic relationship, stating, “Sports World has built something special — a place where customers get real expertise and real value.” This partnership demonstrates a key insight for modern business: for considered, high-value purchases, specialized knowledge and community trust remain a powerful competitive advantage that can drive explosive growth.

A Perfect Storm: Policy Meets Market Demand

The 65% growth figure isn’t happening in a vacuum. It’s being fueled by a confluence of powerful external forces. The most immediate catalyst is Oklahoma’s Senate Bill 50, which took effect on November 1, 2025. The new law creates a state sales tax exemption for all “firearm safety devices,” a category that explicitly includes gun safes, lock boxes, and trigger locks. By removing the sales tax, the state has effectively put safes on sale for every potential buyer, directly incentivizing responsible firearm storage.

This legislation, which garnered rare bipartisan support from groups as diverse as the National Rifle Association and Everytown for Gun Safety, reflects a growing national conversation around secure firearm storage. The timing could not be better for retailers like Sports World and manufacturers like Champion Safe. It aligns perfectly with a broader, booming market.

Indeed, the global gun safe market is on a significant upward trajectory. Market analysts project the sector to grow from roughly $2.35 billion in 2024 to over $3.8 billion by 2035, driven by rising gun ownership, heightened safety consciousness among consumers, and increasingly stringent regulations around storage. Homeowners and parents are key demographics, seeking not just to comply with laws but to ensure the safety of their families. This demand is also pushing innovation, with a growing interest in biometric locks, smart-home connectivity, and advanced fire and water resistance—features that premium brands like Champion emphasize.

The Bigger Picture: American Rebel's Patriotic Gamble

Zooming out from the Tulsa showroom reveals a more complex and ambitious corporate strategy. Champion Safe is a subsidiary of American Rebel Holdings, a company that styles itself as “America’s Patriotic Brand.” The success of its safe division is a crucial pillar for a company with grander, and riskier, ambitions.

American Rebel is in the midst of a significant diversification effort, aiming to build a comprehensive “patriotic lifestyle” brand. This strategy has led it into crowded and competitive markets far from its industrial roots. In 2024, the company launched American Rebel Light Beer, which has pursued an aggressive “distribution-first strategy” to secure placement in 17 states. Alongside beverages, the company markets a line of apparel and accessories, including concealed-carry jackets and backpacks.

This expansion, however, comes against a challenging financial backdrop. Despite the strong performance of its safe division, the parent company, AREB, has reported a revenue decline of over 36% in the last year and continues to face negative profitability. Its small market capitalization, hovering under $10 million, underscores the high-stakes nature of its diversification gamble. The success of Champion Safes at Sports World provides a much-needed proof of concept and cash flow, demonstrating that its core brand identity resonates powerfully within a specific demographic.

The central question for investors and analysts is whether the brand equity built on the foundation of durable, American-made security products can be successfully transferred to consumer goods like beer and apparel. While the growth in Tulsa is a clear win, it highlights the success of a tangible, high-quality product sold through an expert channel—a model that may not be easily replicable in the fast-moving consumer goods space. The road to building a true lifestyle empire is fraught with challenges, but the foundation of that empire is clearly being forged in the steel of its safes and the strength of its retail partnerships.