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Upturn AI SWOT - About
CRCT 
Cricut Inc (CRCT)
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Upturn Advisory Summary
10/15/2025: CRCT (1-star) is a SELL. SELL since 5 days. Simulated Profits (-7.19%). Updated daily EoD!
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
4 Analysts rated it
Very few follow this stock; limited insights, higher-risk early investing.
1 Year Target Price $4.06
1 Year Target Price $4.06
| 0 | Strong Buy |
| 0 | Buy |
| 1 | Hold |
| 1 | Sell |
| 2 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -26.83% | Avg. Invested days 24 | Today’s Advisory SELL |
Upturn Star Rating | Upturn Advisory Performance  2.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 10/15/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 1.11B USD | Price to earnings Ratio 15.32 | 1Y Target Price 4.06 |
Price to earnings Ratio 15.32 | 1Y Target Price 4.06 | ||
Volume (30-day avg) 4 | Beta 0.1 | 52 Weeks Range 3.48 - 6.93 | Updated Date 10/17/2025 |
52 Weeks Range 3.48 - 6.93 | Updated Date 10/17/2025 | ||
Dividends yield (FY) 3.63% | Basic EPS (TTM) 0.34 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 10.09% | Operating Margin (TTM) 17.49% |
Management Effectiveness
Return on Assets (TTM) 7.29% | Return on Equity (TTM) 18.96% |
Valuation
Trailing PE 15.32 | Forward PE - | Enterprise Value 979239653 | Price to Sales(TTM) 1.55 |
Enterprise Value 979239653 | Price to Sales(TTM) 1.55 | ||
Enterprise Value to Revenue 1.38 | Enterprise Value to EBITDA 7.92 | Shares Outstanding 53976481 | Shares Floating 47169666 |
Shares Outstanding 53976481 | Shares Floating 47169666 | ||
Percent Insiders 9.01 | Percent Institutions 44.28 |
Upturn AI SWOT
Cricut Inc
Company Overview
History and Background
Cricut Inc. was founded in 1962 as a consumer products company, then shifted its focus to crafting machines. It introduced its first electronic cutting machine in 2006 and has since grown to become a leader in the DIY crafting market.
Core Business Areas
- Machines: Design and sell smart cutting machines, heat presses, and related tools. These devices enable users to create custom designs and projects from a variety of materials.
- Materials: Provide a wide range of crafting materials, including vinyl, paper, fabric, and iron-on, specifically designed for use with Cricut machines.
- Subscriptions (Cricut Access): Offer a subscription service providing access to a library of digital designs, fonts, and project ideas, as well as exclusive discounts and benefits.
Leadership and Structure
The leadership team consists of Ryan Park, CEO, and other senior executives overseeing various departments. The organizational structure is hierarchical, with functional teams reporting to executive leadership.
Top Products and Market Share
Key Offerings
- Cricut Maker 3: A versatile smart cutting machine that can cut hundreds of materials, from delicate paper to heavy fabrics. Cricut holds a significant portion of the crafting machine market. Competitors include Silhouette and Brother.
- Cricut Explore 3: A user-friendly cutting machine designed for a wide range of DIY projects. Cricut Access users contribute to its market dominance. Competitors include Silhouette and Brother.
- Cricut Joy: A compact and portable cutting machine perfect for quick and easy projects. Targets entry-level users. Competitors include Silhouette Portrait and similar compact machines.
Market Dynamics
Industry Overview
The DIY crafting market is experiencing growth, driven by increasing interest in personalized products, customization, and creative expression. The market is highly competitive, with several established players and emerging brands.
Positioning
Cricut Inc. is positioned as a leading brand in the DIY crafting market, known for its innovative products, user-friendly software, and comprehensive ecosystem of machines, materials, and digital content. Its competitive advantages include brand recognition, a loyal customer base, and a strong online presence.
Total Addressable Market (TAM)
The TAM for the global crafts market is projected to reach hundreds of billions of dollars. Cricut is strategically positioned to capture a significant portion of this market through its diverse product offerings and growing customer base.
Upturn SWOT Analysis
Strengths
- Strong Brand Recognition
- Loyal Customer Base
- Comprehensive Ecosystem
- Innovative Products
- User-Friendly Software
Weaknesses
- Reliance on Subscription Revenue
- Inventory Management Challenges
- Customer Service Issues
- Competition from Lower-Priced Alternatives
Opportunities
- Expansion into New Markets
- Development of New Products and Services
- Strategic Partnerships
- Growth of E-commerce
- Increased Focus on Personalization
Threats
- Intense Competition
- Economic Downturn
- Changes in Consumer Preferences
- Supply Chain Disruptions
- Intellectual Property Infringement
Competitors and Market Share
Key Competitors
- Silhouette (Private)
- Brother (TYO: 6448)
- Siser (Private)
Competitive Landscape
Cricut Inc. faces competition from other crafting machine manufacturers, as well as from companies that offer alternative DIY solutions. Cricut's advantages include its brand recognition, user-friendly software, and comprehensive ecosystem. However, it also faces challenges such as competition from lower-priced alternatives and the need to continuously innovate.
Growth Trajectory and Initiatives
Historical Growth: Cricut has experienced significant growth in recent years, driven by increased demand for its products and services. However, growth has slowed down recently.
Future Projections: Future growth projections depend on factors such as market conditions, competition, and the company's ability to innovate and expand its product offerings. Analyst estimates vary.
Recent Initiatives: Recent initiatives include launching new products, expanding its subscription service, and investing in marketing and sales efforts.
Summary
Cricut is a major player in the DIY crafting market known for its cutting machines and design software. While it benefits from a strong brand and a loyal customer base, it faces growing competition and must adapt to changing consumer preferences. The absence of dividends might deter some investors seeking regular income. Financial performance is critical to watch for continued success in this market.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company Filings
- Industry Reports
- Analyst Estimates
Disclaimers:
The information provided is for informational purposes only and should not be considered financial advice. Market data is dynamic and subject to change. Investment decisions should be based on thorough research and consultation with a qualified financial advisor.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Cricut Inc
Exchange NASDAQ | Headquaters South Jordan, UT, United States | ||
IPO Launch date 2021-03-25 | CEO, President & Director Mr. Ashish Arora | ||
Sector Technology | Industry Computer Hardware | Full time employees 640 | Website https://cricut.com |
Full time employees 640 | Website https://cricut.com | ||
Cricut, Inc. engages in the design, marketing, and distribution of a creativity platform that enables users to turn ideas into professional-looking handmade goods in the United States, Canada, the United Kingdom, Ireland, Australia, New Zealand, Western Europe, the Middle East, Latin America, South Africa, and Asia. It operates through Platform and Products segments. The company offers connected machines, accessories, and materials for users to create personalized birthday cards, mugs, T-shirts, and large-scale interior decorations. Its connected machines, which are used to cut, write, score, and create decorative effects on paper, adhesive vinyl, iron-on vinyl, wood, and leather, comprise Cricut Joy family, Cricut Explore family, Cricut Maker family, and Cricut Venture. The company also provides Cricut Design Space, a cloud-based software that integrates with connected machines to enable users to create and work on projects across desktop and mobile devices; Cricut Access and Cricut Access Premium subscription offerings; and in-app purchases of images, fonts, and projects. In addition, it offers a range of accessories and materials, such as Cricut EasyPress, Cricut Mug Press, hand tools, machine replacement tools and blades, and project materials, such as vinyl and iron-on. Further, the company provides craft, DIY, home décor products, and extensions. It offers its products through its third-party brick-and-mortar and online retail partners; and its website cricut.com, as well as through a network of distributors. The company was formerly known as Provo Craft & Novelty, Inc. and changed its name to Cricut, Inc. in March 2018. Cricut, Inc. was incorporated in 1969 and is headquartered in South Jordan, Utah.
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