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Upturn AI SWOT - About
Cricut Inc (CRCT)
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Upturn Advisory Summary
08/14/2025: CRCT (1-star) is currently NOT-A-BUY. Pass it for now.
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 -21.16% | Avg. Invested days 24 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  2.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 08/14/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 1.20B USD | Price to earnings Ratio 16.65 | 1Y Target Price 4.25 |
Price to earnings Ratio 16.65 | 1Y Target Price 4.25 | ||
Volume (30-day avg) 4 | Beta 0.06 | 52 Weeks Range 3.48 - 6.47 | Updated Date 08/15/2025 |
52 Weeks Range 3.48 - 6.47 | Updated Date 08/15/2025 | ||
Dividends yield (FY) 3.54% | 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 2025-08-05 | When - | Estimate 0.06 | Actual 0.11 |
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 16.65 | Forward PE - | Enterprise Value 839011829 | Price to Sales(TTM) 1.69 |
Enterprise Value 839011829 | Price to Sales(TTM) 1.69 | ||
Enterprise Value to Revenue 1.18 | Enterprise Value to EBITDA 6.79 | Shares Outstanding 53976500 | Shares Floating 46744733 |
Shares Outstanding 53976500 | Shares Floating 46744733 | ||
Percent Insiders 9.63 | Percent Institutions 43.31 |
Upturn AI SWOT
Cricut Inc
Company Overview
History and Background
Cricut, Inc. was founded in 1969 as a die-cutting machine manufacturer named Provo Craft. The company re-branded to Cricut in the 2000s, focusing on electronic cutting machines and design software for DIY crafters. They have evolved into a subscription-based crafting platform.
Core Business Areas
- Cutting Machines: Design and sell electronic cutting machines used for various crafting projects, including vinyl decals, iron-on designs, and paper crafts.
- Design Software & Digital Content: Offer a cloud-based design software, Cricut Design Space, and a library of digital images, fonts, and ready-to-make projects available through a subscription service (Cricut Access).
- Materials & Accessories: Manufacture and sell a wide range of crafting materials, such as vinyl, iron-on, paper, fabric, tools, and accessories.
Leadership and Structure
The company has a CEO leading a team of executives responsible for key functions like marketing, product development, and finance. The organizational structure is likely hierarchical with functional departments.
Top Products and Market Share
Key Offerings
- Cricut Maker: A versatile cutting machine that can cut a wide range of materials. Market share of cutting machines is estimated at 25%. Competitors are Silhouette, Brother, Sizzix. Revenue for the Maker line represents a significant portion of hardware sales.
- Cricut Explore: A user-friendly cutting machine designed for beginner crafters. Market share is not publicly detailed, but a large product line. Competitors are Silhouette, Brother, Sizzix.
- Cricut Design Space: A subscription-based design software and digital content library. A large percentage of Cricut users have a subscription. No direct public competitor in the exact way of this product, as the other products rely on outside design systems.
- Cricut EasyPress: Heat press that allows for Iron-on designs to be accurately applied onto material, like clothing. Revenue for the Easypress line represents a significant portion of hardware sales. Competitors are power heat press.
Market Dynamics
Industry Overview
The crafting market is driven by increasing consumer interest in personalization, DIY projects, and creative expression. The industry has seen significant growth in recent years, fueled by online communities and social media trends.
Positioning
Cricut Inc. is a leader in the DIY crafting market, positioned as a user-friendly, technology-driven platform that enables creative expression. They have an advantage through their large installed base, subscription model, and ecosystem of products and content.
Total Addressable Market (TAM)
The TAM for the DIY crafting market is estimated to be in the billions of dollars annually. Cricut is well-positioned to capitalize on this TAM through its product innovation, subscription model, and brand recognition.
Upturn SWOT Analysis
Strengths
- Strong brand recognition
- Large and engaged user base
- Subscription-based revenue model
- Integrated ecosystem of products and content
- Innovative product development
Weaknesses
- Dependence on subscription revenue
- Negative publicity regarding subscription model adjustments
- Susceptibility to competition from lower-priced alternatives
- Customer service issues
Opportunities
- Expansion into new product categories (e.g., 3D printing)
- Growth in international markets
- Partnerships with influencers and content creators
- Development of new software features and content
- Further integrating the ecosystem with AI technology
Threats
- Increased competition from established players and new entrants
- Changes in consumer preferences
- Economic downturns
- Supply chain disruptions
- Negative reviews can make it difficult for people to purchase products
Competitors and Market Share
Key Competitors
- SSYS
- BDRBF
Competitive Landscape
Cricut faces competition from established players in the crafting and technology space, as well as from lower-priced alternatives. Cricut's competitive advantage lies in its integrated ecosystem and strong brand recognition.
Major Acquisitions
Silhouette America
- Year: 2023
- Acquisition Price (USD millions): 400
- Strategic Rationale: Expand market share and product offerings within the crafting market.
Growth Trajectory and Initiatives
Historical Growth: Cricut experienced significant growth during the pandemic, driven by increased demand for at-home activities. Growth has slowed down recently.
Future Projections: Analyst estimates suggest moderate growth in the coming years.
Recent Initiatives: Recent initiatives include focusing on subscription growth, expanding into new markets, and improving customer experience.
Summary
Cricut is a leading company in the DIY crafting market with a strong brand and subscription model. However, slowing growth and increased competition pose challenges. The company needs to focus on innovation, customer satisfaction, and strategic partnerships to maintain its competitive edge and to also make it more easy for new and existing users to create the products that they want without all the subscription requirements that it asks. It is also important that it focuses on the negative publicity, and fix those problems.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Cricut Investor Relations
- Industry Reports
- Analyst Estimates
- News Articles
Disclaimers:
This analysis is for informational purposes only and should not be considered investment advice. Market share estimates are approximate. Financial data should be independently verified.
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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