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Upturn AI SWOT - About
CRCT 
Cricut Inc (CRCT)
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Upturn Advisory Summary
09/15/2025: CRCT (1-star) has a low Upturn Star Rating. Not recommended to BUY.
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 $4.25
1 Year Target Price $4.25
| 0 | Strong Buy |
| 0 | Buy |
| 1 | Hold |
| 1 | Sell |
| 2 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -11.57% | Avg. Invested days 21 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 09/15/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 1.40B USD | Price to earnings Ratio 19.44 | 1Y Target Price 4.25 |
Price to earnings Ratio 19.44 | 1Y Target Price 4.25 | ||
Volume (30-day avg) 4 | Beta 0.08 | 52 Weeks Range 3.48 - 6.67 | Updated Date 09/15/2025 |
52 Weeks Range 3.48 - 6.67 | Updated Date 09/15/2025 | ||
Dividends yield (FY) 3.09% | 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 19.44 | Forward PE - | Enterprise Value 1040854910 | Price to Sales(TTM) 1.97 |
Enterprise Value 1040854910 | Price to Sales(TTM) 1.97 | ||
Enterprise Value to Revenue 1.46 | Enterprise Value to EBITDA 8.42 | Shares Outstanding 53976500 | Shares Floating 47042186 |
Shares Outstanding 53976500 | Shares Floating 47042186 | ||
Percent Insiders 9.25 | Percent Institutions 43.23 |
Upturn AI SWOT
Cricut Inc
Company Overview
History and Background
Cricut Inc. was founded in 1969 as Providian Corporation, initially focused on developing technology for business applications. It later evolved into a company specializing in electronic cutting machines and design software for crafters and DIY enthusiasts. A significant milestone was the introduction of the first Cricut cutting machine in 2006, revolutionizing the crafting industry.
Core Business Areas
- Machines: Cricut's primary business segment revolves around designing, manufacturing, and selling electronic cutting machines. These machines cut various materials like paper, vinyl, fabric, and more, enabling users to create custom designs for crafts, home decor, and other projects.
- Accessories and Materials: Complementing its machine offerings, Cricut provides a wide range of accessories and materials, including blades, mats, pens, vinyl, iron-on, and other crafting supplies. These products support the usage and expand the creative possibilities of Cricut machines.
- Subscription Services: Cricut offers subscription-based services, primarily Cricut Access, which provides users with access to a vast library of designs, fonts, and project ideas. This subscription model generates recurring revenue and enhances user engagement with the Cricut ecosystem.
Leadership and Structure
The leadership team typically includes a CEO, CFO, CTO, and other executive positions responsible for overseeing various aspects of the company's operations. The organizational structure is generally hierarchical, with different departments responsible for product development, marketing, sales, and customer support.
Top Products and Market Share
Key Offerings
- Cricut Maker 3: Cricut Maker 3 is a versatile cutting machine that can handle a wide range of materials, including fabric, leather, and paper. It is designed for both hobbyists and professionals. Competitors include Silhouette America, Sizzix, and Brother ScanNCut. Market share data is unavailable.
- Cricut Explore 3: Cricut Explore 3 is a user-friendly cutting machine suitable for a variety of crafting projects. It offers faster cutting speeds and compatibility with Smart Materials. Competitors include Silhouette America, Sizzix, and Brother ScanNCut. Market share data is unavailable.
- Cricut Joy: Cricut Joy is a compact and portable cutting machine ideal for quick and easy projects. Its small size and ease of use make it popular among beginners. Competitors include Silhouette America, Sizzix, and Brother ScanNCut. Market share data is unavailable.
Market Dynamics
Industry Overview
The crafting and DIY industry is experiencing steady growth, driven by increasing consumer interest in personalization, customization, and handmade goods. The market is competitive, with several players offering cutting machines, software, and crafting supplies.
Positioning
Cricut Inc. is positioned as a leading player in the electronic cutting machine market, known for its innovative products, user-friendly software, and strong brand reputation. Its competitive advantages include a large user base, a comprehensive ecosystem of products and services, and a focus on design and innovation.
Total Addressable Market (TAM)
Estimates of the total addressable market vary, but it is generally believed to be in the billions of dollars. Cricut is well-positioned to capture a significant portion of this market, though specific TAM numbers are not public. The TAM is tied to the broader DIY, craft, and personalization markets.
Upturn SWOT Analysis
Strengths
- Strong brand recognition
- Large and engaged user base
- Innovative product portfolio
- Comprehensive ecosystem of products and services
- User-friendly software and design tools
Weaknesses
- High product prices compared to competitors
- Reliance on subscription revenue model
- Dependence on third-party suppliers
- Potential for intellectual property infringement
- Supply chain vulnerabilities
Opportunities
- Expansion into new markets and geographies
- Development of new products and services
- Strategic partnerships and acquisitions
- Increased focus on digital content and education
- Leveraging data and analytics to personalize user experience
Threats
- Intense competition from established players
- Technological advancements and disruptions
- Changes in consumer preferences and trends
- Economic downturns and recessions
- Supply chain disruptions and material shortages
Competitors and Market Share
Key Competitors
- Silhouette America (Private)
- Brother Industries (BRTHY)
- Sizzix (Private)
Competitive Landscape
Cricut Inc. faces competition from established players in the crafting and DIY industry. Its advantages include a strong brand reputation, a large user base, and a comprehensive ecosystem of products and services. Disadvantages include higher prices compared to competitors and reliance on a subscription revenue model.
Growth Trajectory and Initiatives
Historical Growth: Historical growth patterns for Cricut have involved expansions into new consumer demographics. The company's growth is tied to innovative machines and a strong online presence and community.
Future Projections: Analyst estimates for future growth are dependent on the company's ability to sustain innovation, expand its market reach, and manage its supply chain effectively. Specific projections vary.
Recent Initiatives: Recent initiatives include the launch of new cutting machines, expansion of the Cricut Access subscription service, and partnerships with retailers and influencers.
Summary
Cricut is a strong player in the crafting machine industry with a loyal user base and innovative products. Its reliance on a subscription model and higher prices pose potential challenges. Expansion into new markets and strategic partnerships offer growth opportunities, but competition and economic downturns remain threats.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company SEC Filings
- Industry Reports
- Market Research Reports
- Analyst Estimates
Disclaimers:
The information provided is for informational purposes only and should not be considered financial advice. Market data and analyst estimates are 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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