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Upturn AI SWOT - About
Cricut Inc (CRCT)
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Upturn Advisory Summary
06/30/2025: 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
Limited analyst coverage, niche firm, research info may be scarce.
1 Year Target Price $4.1
1 Year Target Price $4.1
| 0 | Strong Buy |
| 0 | Buy |
| 1 | Hold |
| 1 | Sell |
| 2 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -5.4% | Avg. Invested days 28 | 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 06/30/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 1.37B USD | Price to earnings Ratio 20.94 | 1Y Target Price 4.1 |
Price to earnings Ratio 20.94 | 1Y Target Price 4.1 | ||
Volume (30-day avg) 4 | Beta 0.04 | 52 Weeks Range 3.94 - 7.02 | Updated Date 06/30/2025 |
52 Weeks Range 3.94 - 7.02 | Updated Date 06/30/2025 | ||
Dividends yield (FY) 3.08% | Basic EPS (TTM) 0.31 |
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 9.48% | Operating Margin (TTM) 18.04% |
Management Effectiveness
Return on Assets (TTM) 7.26% | Return on Equity (TTM) 12.87% |
Valuation
Trailing PE 20.94 | Forward PE - | Enterprise Value 1031222889 | Price to Sales(TTM) 1.94 |
Enterprise Value 1031222889 | Price to Sales(TTM) 1.94 | ||
Enterprise Value to Revenue 1.46 | Enterprise Value to EBITDA 8.51 | Shares Outstanding 51646000 | Shares Floating 44517969 |
Shares Outstanding 51646000 | Shares Floating 44517969 | ||
Percent Insiders 10.03 | Percent Institutions 42.92 |
Analyst Ratings
Rating 2 | Target Price 4.1 | Buy - | Strong Buy - |
Buy - | Strong Buy - | ||
Hold 1 | Sell 1 | Strong Sell 2 | |
Strong Sell 2 |
Upturn AI SWOT
Cricut Inc
Company Overview
History and Background
Cricut Inc., formerly Provo Craft & Novelty, Inc., was founded in 1969. Initially, the company focused on craft and hobby products. The first Cricut cutting machine was launched in 2006, revolutionizing the DIY crafting market. The company went public in 2021.
Core Business Areas
- Machines and Accessories: This segment includes the design and distribution of smart cutting machines, heat presses, and other tools that allow users to create personalized projects.
- Digital Design Subscription: This segment includes Cricut Access, a subscription service providing access to a library of images, fonts, and project templates.
- Materials and Supplies: This segment includes vinyl, paper, fabric, and other materials used with Cricut machines.
Leadership and Structure
The company is led by CEO Ashish Arora. The organizational structure includes departments such as product development, marketing, sales, and operations. The board of directors provides oversight and strategic direction.
Top Products and Market Share
Key Offerings
- Cricut Maker 3: Cricut Maker 3 is a versatile smart cutting machine allowing users to cut hundreds of materials. Competitors include Silhouette and Brother ScanNCut. Market share data is difficult to obtain precisely, but Cricut is considered a leading player in the consumer cutting machine market. Estimated revenue from this line is a significant portion of their Machine and Accessories segment.
- Cricut Explore 3: Cricut Explore 3 is a more affordable smart cutting machine designed for a wide range of DIY projects. Competitors are similar to the Maker series including Silhouette and Brother. Market share data is difficult to obtain precisely, but Cricut is considered a leading player in the consumer cutting machine market. Estimated revenue from this line is a significant portion of their Machine and Accessories segment.
- Cricut Access: Cricut Access is a subscription service providing access to a vast library of digital designs and fonts. Users: Over 2 Million subscribers (Estimated). Competitors: Design Bundles, Creative Market. A significant and growing portion of overall revenue, contributing to the subscription business model.
Market Dynamics
Industry Overview
The DIY and crafting industry is experiencing growth, driven by increased personalization trends and online communities. Factors such as social media engagement and influencer marketing play a vital role.
Positioning
Cricut Inc. is positioned as a leading provider of DIY crafting technology and resources. Its competitive advantages include its brand recognition, user-friendly design software, and extensive library of digital content.
Total Addressable Market (TAM)
The estimated TAM for the DIY and crafting market is over $50 billion. Cricut is positioned to capture a significant share of this market through continued product innovation and expansion of its digital content offerings.
Upturn SWOT Analysis
Strengths
- Strong Brand Recognition
- User-Friendly Software
- Extensive Content Library
- Loyal Customer Base
- Innovative Product Development
Weaknesses
- Dependence on Digital Ecosystem
- Price Sensitivity of Consumers
- Competition from Lower-Priced Alternatives
- Supply Chain Vulnerabilities
Opportunities
- Expanding Product Line
- Growth in International Markets
- Partnerships with Content Creators
- Integration with Other Smart Home Devices
- Leveraging Social Media Trends
Threats
- Increased Competition
- Economic Downturn
- Changes in Consumer Preferences
- Counterfeit Products
- Software Security Vulnerabilities
Competitors and Market Share
Key Competitors
- SSYS
- GRSH
- BRTHY
Competitive Landscape
Cricut's competitive advantages include its user-friendly software and strong brand reputation. Disadvantages may include higher price points compared to some competitors.
Major Acquisitions
Silhouette America
- Year: 2016
- Acquisition Price (USD millions): 145
- Strategic Rationale: Expand customer base and secure access to new technology to develop Cricut products.
Growth Trajectory and Initiatives
Historical Growth: Examine Cricut Inc's revenue growth, user base expansion, and market share gains over the past few years.
Future Projections: Review analyst estimates for future revenue growth, earnings per share, and market share.
Recent Initiatives: Highlight recent product launches, partnerships, and strategic acquisitions undertaken by Cricut Inc.
Summary
Cricut Inc. is a leading player in the DIY crafting technology space, known for its innovative cutting machines and user-friendly software. The company benefits from a strong brand and loyal customer base but faces competition and economic headwinds. Its subscription model provides recurring revenue, but dependence on a digital ecosystem poses risks. Overall, Cricut's future growth depends on continued innovation, international expansion, and effective management of competitive pressures.
Peer Comparison
Sources and Disclaimers
Data Sources:
- SEC Filings
- Company Website
- Industry Reports
- Analyst Estimates
Disclaimers:
This analysis is based on publicly available information and should not be considered financial advice. Market share estimates are approximate and may vary. Financial data is subject to change.
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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