Cricut, Inc.
- Open
- 4.41
- Day high
- 4.46
- Day low
- 4.41
- Prev close
- 4.39
- Volume
- 117K
- Mkt cap
- $936M
- P/E (TTM)
- 12.6
- EPS (TTM)
- $0.35
- P/B
- 2.6
- P/S
- 1.3
- Yield
- 21.30%
- Per share
- $0.95
- ▼Insiders net selling -$503K over the last 3 months (2 open-market buys, 3 sales)
- 🏛Institutions mixed (13F)
Cricut, Inc. (CRCT) is a Technology company listed on NASDAQ. The stock is down 36% over the past year. Over the trailing 3 months, insiders filed 2 open-market buys and 3 sales (SEC Form 4).
Cricut, Inc. (CRCT) financials & analyst ratings
Fundamentals (TTM)
Source: exchange market data + company filings. Figures are trailing-twelve-month or as most recently reported. For informational purposes only — not investment advice.
CRCT earnings date, history & EPS estimates
| Report date | EPS est | EPS actual | Surprise | Revenue | Rev. surprise |
|---|---|---|---|---|---|
| May 5, 2026 | $0.05 | $0.10 | +100.0% | $159M | -3.0% |
| Mar 3, 2026 | $0.04 | $0.04 | +0.0% | $204M | +28.6% |
| Nov 4, 2025 | $0.05 | $0.10 | +100.0% | $170M | -15.7% |
| Mar 4, 2025 | $0.04 | $0.06 | +50.0% | $209M | -2.4% |
| Mar 5, 2024 | $0.05 | $0.05 | +0.0% | $231M | -7.4% |
| Mar 7, 2023 | $0.06 | $0.05 | -16.7% | $281M | +16.3% |
| Mar 8, 2022 | $0.22 | $0.05 | -77.3% | $388M | -4.8% |
| Nov 10, 2021 | $0.16 | $0.13 | -18.8% | $260M | -11.8% |
| Aug 12, 2021 | $0.20 | $0.22 | +10.0% | $334M | +0.0% |
| May 13, 2021 | $0.21 | $0.24 | +14.3% | $324M | +16.7% |
| Mar 25, 2021 | — | $0.20 | — | $209M | — |
CRCT insider trading activity (SEC Form 4)
| Date | Insider | Type | Shares | Price |
|---|---|---|---|---|
| Jun 4, 2026 | Zak Heididirector | Grant | 30,414 | — |
| Jun 4, 2026 | Williamson Billie Idadirector | Grant | 30,414 | — |
| Jun 4, 2026 | REIFF MELISSAdirector | Grant | 30,414 | — |
| Jun 1, 2026 | Harmer Ryanofficer: Principal Accounting Officer | Sell | 17,267 | $4.12 |
| May 26, 2026 | Ashish Aroradirector, 10 percent owner, officer: Chief Executive Officer | Sell | 60,000 | $3.98 |
| May 21, 2026 | Ashish Aroradirector, 10 percent owner, officer: Chief Executive Officer | Sell | 60,000 | $3.95 |
| May 18, 2026 | Shill Kimball Cofficer: Chief Financial Officer | Tax | 57,774 | $4.03 |
| May 18, 2026 | Ashish Aroradirector, 10 percent owner, officer: Chief Executive Officer | Tax | 203,403 | $4.03 |
| May 18, 2026 | Tuttle Mattofficer: General Counsel & Secretary | Tax | 5,577 | $4.03 |
| May 18, 2026 | Harmer Ryanofficer: Principal Accounting Officer | Tax | 7,346 | $4.03 |
| May 13, 2026 | Makler Jasondirector | Buy | 9,691 | $4.34 |
| May 13, 2026 | Makler Jasondirector | Buy | 310 | $4.15 |
| Apr 14, 2026 | Harmer Ryanofficer: Principal Accounting Officer | Grant | 60,000 | — |
| Apr 14, 2026 | Tuttle Mattofficer: General Counsel & Secretary | Grant | 100,000 | — |
| Apr 14, 2026 | Shill Kimball Cofficer: Chief Financial Officer | Grant | 325,000 | — |
Source: CRCT SEC Form 4 filings, latest Jun 4, 2026. For informational purposes only — not investment advice.
See the full CRCT insider & 13F page →Cricut, Inc. company profile
Overview
Cricut, Inc. (NASDAQ:CRCT) is a Utah-based company that designs and markets a creativity platform enabling users to create personalized handmade goods. Originally founded in 1969 as Provo Craft & Novelty, Inc., the company rebranded to Cricut in March 2018 and went public in March 2021. The company has evolved from a traditional craft supply business into a connected technology platform that combines hardware, software, and consumable materials to serve the DIY crafting market.
Business
Cricut operates in the consumer crafting technology space, providing an integrated ecosystem that transforms digital designs into physical creations. The company's core offering revolves around connected cutting machines that can cut, write, score, and create decorative effects on various materials including paper, vinyl, leather, fabric, and wood. The business operates through three primary segments: 1. Connected Machines (approximately 18% of revenue): This segment includes the hardware products - Cricut Joy for simple projects, Cricut Explore for intermediate users, and Cricut Maker for advanced crafters. These machines connect to the internet and integrate with Cricut's software platform. The newest additions are the Cricut Explore 4 and Cricut Maker 4, along with the professional-grade Cricut Venture priced at $1,000. 2. Subscriptions (approximately 43% of revenue): The platform revenue comes from Cricut Access and Cricut Access Premium subscriptions, which provide users with access to a library of over one million images, fonts, and ready-to-make projects. The company also generates revenue from in-app purchases and software licensing. 3. Accessories and Materials (approximately 39% of revenue): This segment includes consumable crafting materials, replacement tools and blades, and accessories like the Cricut EasyPress heat press and Cricut Mug Press. The company recently launched the Cricut Value line with over 100 SKUs to compete more aggressively on price. The platform is anchored by the Design Space app, which serves as the central hub where users can design projects, access content libraries, and control their machines. This software ecosystem is what differentiates Cricut from traditional craft suppliers, creating a seamless experience from digital design to physical creation.
Revenue model
Cricut generates revenue through a hybrid model combining hardware sales, subscription services, and consumable materials. The company sells connected machines as the entry point into its ecosystem, typically ranging from entry-level devices around $100 to professional models at $1,000. However, the real value comes from recurring revenue streams. The subscription business model provides steady monthly and annual recurring revenue from 2.97 million paid subscribers who pay for access to Cricut's content library and premium features. This creates predictable cash flow and higher margins compared to hardware sales. The accessories and materials segment operates on a consumable model where users continuously purchase replacement blades, cutting materials, and project supplies. This segment benefits from high customer lifetime value as engaged users regularly replenish their supplies. Several factors influence Cricut's profitability margins. Positive margin drivers include the high-margin subscription business, economies of scale in manufacturing, and the company's ability to command premium pricing due to its integrated ecosystem. The international expansion also provides growth opportunities in less saturated markets. Negative margin pressures come from increased competition forcing more aggressive pricing, especially in accessories and materials. Rising input costs, tariffs on imported goods, and the need for continuous R&D investment in software development also compress margins. Additionally, customer acquisition costs have increased as the company invests heavily in marketing to drive user growth, and promotional activities to stimulate demand in a challenging consumer environment further pressure profitability. The business model's strength lies in its recurring revenue components, but it faces headwinds from discretionary spending pressures and competitive dynamics in the broader crafting market.
Competitive moat
Cricut's competitive moat is moderately strong but faces several challenges. The company's primary moat stems from its integrated ecosystem that combines proprietary hardware, software, and materials. Once users invest in a Cricut machine and learn the Design Space platform, switching costs are relatively high due to the time investment in learning the system and the sunk cost of the hardware purchase. The company benefits from network effects through its community of users who share projects and designs, creating valuable user-generated content that enhances the platform's appeal. The subscription model with over one million licensed images and designs creates a substantial content library that would be difficult for competitors to replicate quickly. However, Cricut's moat is not insurmountable. The crafting market has relatively low barriers to entry for basic cutting machines, and several competitors offer similar functionality at lower price points. The company faces pressure from generic alternatives in accessories and materials, where differentiation is limited and price competition is intense. The most significant competitive threat comes from technology disruption. As 3D printing becomes more accessible and affordable, it could potentially replace some of Cricut's use cases. Additionally, the rise of AI-powered design tools could commoditize the design creation process that currently drives subscription revenue. Cricut's intellectual property portfolio provides some protection, and the company has initiated litigation to defend its patents. However, the rapid pace of technological change in consumer electronics means the company must continuously innovate to maintain its competitive position. The moat is sustainable in the medium term but requires ongoing investment in R&D and platform development to remain defensible.
Risks & safety
Cricut demonstrates a strong margin of safety with solid financial fundamentals and conservative capital structure. • Liquidity and Solvency: $252 million in cash and short-term investments with minimal debt (debt-to-equity ratio of 0.03). Current ratio of 3.28 indicates strong ability to meet short-term obligations. The company generates substantial free cash flow of $56 million quarterly. • Valuation Metrics: Trading at attractive multiples with P/E ratio of 11.4, EV/EBITDA of 5.5, and price-to-book of 2.2. These metrics suggest the stock is reasonably valued relative to earnings and cash generation. • Profitability: Maintains consistent profitability with positive net income for eight consecutive years. EBITDA margins remain healthy despite revenue pressures. • Cash Generation: Strong operating cash flow of $61 million and free cash flow conversion demonstrates the business model's cash-generative nature. • Capital Allocation: Management returns capital to shareholders through dividends ($0.75 special dividend plus $0.10 recurring) and $50 million share repurchase program, indicating confidence in financial position. • Other Considerations: Revenue decline poses some risk, but the company's subscription base provides stability. International expansion offers growth optionality while the strong balance sheet provides flexibility during market downturns.
Recent development
Over the past few years, Cricut has undergone significant strategic evolution focused on platform expansion and user engagement improvement. The company has launched several new hardware products, including the professional-grade Cricut Venture targeting larger projects and commercial users, and recently introduced the Cricut Explore 4 and Cricut Maker 4 machines to refresh its core product lineup. A major strategic pivot has been the increased focus on software and platform development. The company is redesigning its Design Space platform to improve user experience and has implemented AI-driven features, including an AI help assistant to improve customer support. The platform now hosts over one million makeable images and continues expanding its content library. To address competitive pressures in accessories and materials, Cricut launched the Cricut Value line with over 100 SKUs engineered specifically for online marketplaces and competitive pricing. This represents a strategic shift toward more aggressive pricing to defend market share against generic alternatives. The company has significantly increased its marketing investments, adding $20 million in marketing spend to drive user acquisition and engagement. This includes expanded social media marketing, influencer partnerships, and multimedia campaigns designed to rebuild excitement around the brand. International expansion has accelerated, with the company now operating in over 50 countries and achieving 34% year-over-year growth in international markets. The international segment now represents approximately 22% of total revenue, providing geographic diversification. To protect its competitive position, Cricut has initiated intellectual property litigation to defend its patents and proprietary technology against competitors. The company is also exploring strategic acquisitions as part of its capital allocation strategy while maintaining its commitment to shareholder returns through dividends and share repurchases.
CRCT company profile · for informational purposes only — not investment advice.
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