olivLaw · US equity research
Cricut, Inc. CRCT
Special Industry Machinery, NEC · SIC 3559 · Vertical: Special Industry Machinery, NEC (SIC 3559)
Cricut sells connected cutting machines, accessories, materials and design subscriptions that together form a platform for do-it-yourself creation. The company entered 2026 with falling revenue but rising net income, and its platform and subscriptions are becoming more important to the stability of the business.
The AI analysis may be outdated: new filings came after its sources (see the «AI analysis» section).
At the close of 04 Nov 2026, Cricut, Inc. (CRCT) stock was 8.88 USD (+48.74% on the day), with market capitalisation 1.9 bn USD, P/E 20.9 on diluted EPS of 0.42 USD over the last 12 months, dividend yield 10.85%, beta 0.90, 52-week range 3.74–8.88 USD. Latest reported quarter (Q2 2026): revenue of 156.3 m USD (−9.2% YoY), net income of 39.1 m USD (+59.5% YoY), diluted EPS 0.19 USD.
Data as of · AI analysis dated · Source: SEC filings and closing prices, computed by olivLaw.
Price history
Loading chart…
Technical reading
- RSI (14)
- 82.0
- overbought (≥ 70)
- Bollinger (20, 2)
- 5.28 – 7.63
- above the upper band · %B 1.53 · band width 36.4%
- SMA 50 / 200
- 6.13 / 4.89
- uptrend (price > SMA50 > SMA200)
- MACD (12, 26, 9)
- 0.20 / 0.09
- MACD above signal
Indicators describe past prices; on their own they do not predict direction. On our history the RSI ≤ 40 filter added no return (see the signals methodology).
Performance
| Company | S&P 500 | vs S&P 500 | Vertical median | |
|---|---|---|---|---|
| 1 month | +37.2% | −2.0% | +39.2 pp | — |
| 3 months | +46.3% | −2.2% | +48.5 pp | — |
| 6 months | +100.0% | +4.3% | +95.7 pp | — |
| Year to date | +79.4% | +10.6% | +68.8 pp | — |
| 1 year | +77.2% | +10.5% | +66.8 pp | +19.4% |
| 3 years | +4.6% | +73.7% | −69.1 pp | +8.3% |
| 5 years | −68.3% | +61.7% | −130.0 pp | — |
Price returns, dividends excluded.
Quarterly results
Latest quarter: Q2 2026 · 30 Jun 2026
Quarterly margins
Quarterly statements · USD
| Fiscal year | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | Q1 '26 | Q2 '26 |
|---|---|---|---|---|---|---|---|---|
| Revenue | 167.9 m | 209.3 m | 162.6 m | 172.1 m | 170.4 m | 203.6 m | 159.5 m | 156.3 m |
| Cost of revenue | 90.5 m | 115.3 m | 64.3 m | 70.6 m | 76.3 m | 107.1 m | 66.8 m | 39.9 m |
| Gross profit | 77.4 m | 94.0 m | 98.3 m | 101.5 m | 94.1 m | 96.4 m | 92.7 m | 116.4 m |
| Research & development | 15.2 m | 16.0 m | 15.7 m | 16.8 m | 16.9 m | 17.2 m | 16.6 m | 16.9 m |
| Operating income | 10.6 m | 13.9 m | 29.3 m | 30.1 m | 22.7 m | 13.9 m | 22.9 m | 47.4 m |
| Depreciation & amortisation | 7.2 m ≈ | 6.7 m | 6.1 m | 6.0 m ≈ | 6.1 m ≈ | 6.3 m | 5.6 m | 6.1 m ≈ |
| Interest expense | 84.0 k | 81.0 k | 79.0 k | 81.0 k | 183.0 k | 224.0 k | 80.0 k | 80.0 k |
| Pre-tax income | 14.2 m | 16.6 m | 32.6 m | 33.8 m | 25.6 m | 15.8 m | 25.1 m | 50.3 m |
| Income tax | 2.7 m | 4.7 m | 8.7 m | 9.4 m | 5.1 m | 8.0 m | 4.8 m | 11.3 m |
| Net income | 11.5 m | 11.9 m | 23.9 m | 24.5 m | 20.5 m | 7.8 m | 20.3 m | 39.1 m |
| Diluted EPS | 0.05 | 0.06 ≈ | 0.11 | 0.11 | 0.10 | 0.03 ≈ | 0.10 | 0.19 |
| Operating cash flow | 70.2 m ≈ | 103.1 m | 61.2 m | 36.2 m ≈ | 20.5 m ≈ | 82.4 m | 26.9 m | 50.4 m ≈ |
| Dividends paid | 108.2 m ≈ | 197.0 k | 21.5 m | 0 ≈ | 180.6 m ≈ | 29.0 k | 21.2 m | 0 ≈ |
| Share repurchases | 10.4 m ≈ | 8.0 m | 12.0 m | 4.7 m ≈ | 2.4 m ≈ | 5.7 m | 12.3 m | 7.5 m ≈ |
≈ derived quarter (cumulative difference / share-days average)
E/P over time
E/P = trailing-12-month diluted EPS / price at quarter end. E/P is the inverse of P/E and stays defined when earnings are negative.
Today's P/E sits at the 45 percentile of its own 22-quarter history (min 10.3, median 23.0, max 55.5; quarters with earnings only).
Fiscal years
| Fiscal year | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|---|---|---|
| Revenue | 486.6 m | 959.0 m | 1.3 bn | 886.3 m | 765.1 m | 712.5 m | 708.8 m |
| Revenue YoY | unavailable | +97.1% | +36.2% | −32.1% | −13.7% | −6.9% | −0.5% |
| Net income | 39.2 m | 154.6 m | 140.5 m | 60.7 m | 53.6 m | 62.8 m | 76.7 m |
| Net income YoY | unavailable | +294.2% | −9.1% | −56.8% | −11.6% | +17.1% | +22.1% |
| Diluted EPS | 0.19 | 0.74 | 0.64 | 0.28 | 0.24 | 0.29 | 0.35 |
| Diluted EPS YoY | unavailable | +289.5% | −13.5% | −56.3% | −14.3% | +20.8% | +20.7% |
| net % | 8.1% | 16.1% | 10.8% | 6.8% | 7.0% | 8.8% | 10.8% |
| Free cash flow | unavailable | unavailable | unavailable | unavailable | unavailable | unavailable | unavailable |
Reported results vs expectations
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Balance sheet & financial health
Fiscal year 2025 · 31 Dec 2025
- Cash
- 256.2 m USD
- Financial debt
- unavailable USD
- Net debt
- unavailable USD
- Equity
- 343.6 m USD
- Total assets
- 580.8 m USD
- Debt / equity
- unavailable
- Current ratio
- 2.26x
- ROE
- 18.9%
- ROA
- 12.0%
- FCF margin
- unavailable
Financial statements (source on every figure)
Revenue and net income (USD)
Margins
Income statement · USD
| Line | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | Source (latest year) |
|---|---|---|---|---|---|---|---|
| Revenue | 959.0 m | 1.3 bn | 886.3 m | 765.1 m | 712.5 m | 708.8 m | SEC (XBRL)· 04 Mar 2026verified |
| Cost of revenue | 626.7 m | 848.8 m | 536.4 m | 421.9 m | 359.8 m | 318.3 m | SEC (XBRL)· 04 Mar 2026verified |
| Gross profit | 332.4 m | 457.5 m | 349.9 m | 343.3 m | 352.8 m | 390.4 m | SEC (XBRL)· 04 Mar 2026verified |
| Research & development | 38.9 m | 79.8 m | 76.9 m | 65.0 m | 60.4 m | 66.5 m | SEC (XBRL)· 04 Mar 2026verified |
| Operating income | 200.5 m | 192.4 m | 80.0 m | 70.0 m | 76.1 m | 96.0 m | SEC (XBRL)· 04 Mar 2026verified |
| Depreciation & amortisation | 14.1 m | 19.4 m | 27.0 m | 30.0 m | 29.0 m | 24.4 m | SEC (XBRL)· 04 Mar 2026verified |
| EBITDA | 214.6 m ≈ | 211.8 m ≈ | 106.9 m ≈ | 100.0 m ≈ | 105.1 m ≈ | 120.5 m ≈ | SEC (XBRL)· 04 Mar 2026derived |
| Interest expense | — | 298.0 k | 289.0 k | 323.0 k | 326.0 k | 567.0 k | SEC (XBRL)· 04 Mar 2026verified |
| Pre-tax income | 199.2 m | 192.4 m | 82.0 m | 79.8 m | 88.9 m | 107.9 m | SEC (XBRL)· 04 Mar 2026verified |
| Income tax | 44.6 m | 51.9 m | 21.3 m | 26.1 m | 26.0 m | 31.2 m | SEC (XBRL)· 04 Mar 2026verified |
| Net income | 154.6 m | 140.5 m | 60.7 m | 53.6 m | 62.8 m | 76.7 m | SEC (XBRL)· 04 Mar 2026verified |
| Diluted EPS | 0.74 | 0.64 | 0.28 | 0.24 | 0.29 | 0.35 | SEC (XBRL)· 04 Mar 2026verified |
| Weighted average diluted shares | 208.1 m | 219.8 m | 220.6 m | 219.7 m | 215.6 m | 217.3 m | SEC (XBRL)· 04 Mar 2026verified |
≈ computed by olivLaw from the reported lines of the same year: Operating income + Depreciation & amortisation.
Balance sheet · USD
| Line | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | Source (latest year) |
|---|---|---|---|---|---|---|---|
| Cash | 122.2 m | 241.6 m | 224.9 m | 142.2 m | 232.1 m | 256.2 m | SEC (XBRL)· 04 Mar 2026verified |
| Receivables | 162.9 m | 199.5 m | 136.5 m | 111.2 m | 102.0 m | 92.0 m | SEC (XBRL)· 04 Mar 2026verified |
| Inventories | 248.7 m | 454.2 m | 381.5 m | 277.5 m | 134.3 m | 113.5 m | SEC (XBRL)· 04 Mar 2026verified |
| Current assets | 538.8 m | 928.1 m | 811.3 m | 620.0 m | 580.2 m | 499.6 m | SEC (XBRL)· 04 Mar 2026verified |
| Property, plant & equipment, net | 33.4 m | 53.3 m | 63.4 m | 47.6 m | 37.5 m | 40.3 m | SEC (XBRL)· 04 Mar 2026verified |
| Intangibles (excl. goodwill) | 2.3 m | 1.5 m | 760.0 k | 0 | — | — | SEC (XBRL)· 06 Mar 2024verified |
| Total assets | 581.4 m | 1.0 bn | 949.6 m | 750.1 m | 693.0 m | 580.8 m | SEC (XBRL)· 04 Mar 2026verified |
| Accounts payable | 251.7 m | 204.7 m | 63.2 m | 76.9 m | 53.4 m | 71.6 m | SEC (XBRL)· 04 Mar 2026verified |
| Current liabilities | 346.5 m | 308.4 m | 254.1 m | 196.5 m | 203.4 m | 221.1 m | SEC (XBRL)· 04 Mar 2026verified |
| Total liabilities | 352.5 m | 332.3 m | 276.9 m | 215.2 m | 226.3 m | 237.2 m | SEC (XBRL)· 04 Mar 2026verified |
| Equity | 228.9 m † | 674.0 m † | 672.7 m † | 534.9 m † | 466.8 m † | 343.6 m † | SEC (XBRL)· 04 Mar 2026verified |
† equity attributable to the parent's shareholders: in these years the issuer no longer reports the total including non-controlling interests.
Cash flow · USD
| Line | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | Source (latest year) |
|---|---|---|---|---|---|---|---|
| Operating cash flow | 248.2 m | -104.9 m | 117.7 m | 288.1 m | 265.0 m | 200.2 m | SEC (XBRL)· 04 Mar 2026verified |
| Investing cash flow | -21.8 m | -35.8 m | -107.9 m | -48.8 m | -18.3 m | 60.7 m | SEC (XBRL)· 04 Mar 2026verified |
| Financing cash flow | -110.9 m | 260.2 m | -26.2 m | -322.2 m | -156.4 m | -237.4 m | SEC (XBRL)· 04 Mar 2026verified |
| Dividends paid | 51.2 m | 0 | 0 | 294.1 m | 110.0 m | 202.1 m | SEC (XBRL)· 04 Mar 2026verified |
| Share repurchases | 0 | 0 | 18.6 m | 20.3 m | 38.5 m | 24.7 m | SEC (XBRL)· 04 Mar 2026verified |
Computed indicators
Growth
Profitability
Returns
Balance sheet
Liquidity
Cash
Efficiency
Market and valuation
Risk
Valuation
olivLaw classification
- score weight coverage: 50.0% of at least 60%
A scoring methodology on indicators and valuation, not investment advice.
Closing price
04 Nov 2026Source: olivLaw, closing series
Market cap: 1.9 bn USD
Key indicators
Coverage and freshness
Score by group
50% · Insufficient data
Estimated value range
The combined range = the median of the valid methods' low, central and high values; it is not a probability interval and does not cover every result. Envelope of all methods: 11.56 – 15.09 USD.
Valuation assumptions are editorial choices, not measured; beta is not measured.
Method ranges (USD per share)
— — Mid · ▏ Price
Valuation methods
- DCF (discounted cash flow)unavailable · input data missing
- Peers: EV/EBITDAunavailable · net debt missing: EV cannot be bridged to equity (missing debt is not zero)
- Peers: P/E11.56 – 15.09 (Mid 13.84)6 companies used · median multiple 32.6x · quartiles 27.2x – 35.6xACLS, ACMR, ASYS, ERII, LRCX, SOTK
- Dividend discount (DDM)unavailable · input data missing
Classification (SIC) comparables group by industry code, not by economic activity; the direct group is an editorial selection by activity. Members' multiples are on their own trailing twelve months, at their own latest close.
Assumptions (illustrative, editorial)
- Risk-free rate
- 4.3%
- Equity risk premium
- 5.0%
- Beta (default)
- 1.00
- Cost of equity
- 9.3%
- Terminal growth
- 2.5%
Factor scorecard
Insufficient data
Minimum-evidence gate: score weight coverage: 50.0% of at least 60%
| Factor | Value | Score | Weight used |
|---|---|---|---|
| ROIC · Quality | unavailable | unavailable | — |
| Net margin · Quality | 12.7% | 58 (vs peers) | 13% |
| FCF conversion · Quality | unavailable | unavailable | — |
| Revenue CAGR 3Y · Growth | -7.2% | 0 (on a fixed band) | 17% |
| EPS CAGR 3Y · Growth | 7.7% | 51 (on a fixed band) | 17% |
| Net debt / EBITDA · Balance sheet | unavailable | unavailable | — |
| Interest coverage · Balance sheet | 188.5x | 100 (on a fixed band) | 13% |
| Current ratio · Balance sheet | 2.5x | 100 (on a fixed band) | 8% |
| P/E (TTM) · Valuation | 20.9x | 88 (vs peers) | 21% |
| EV/EBITDA · Valuation | unavailable | unavailable | — |
| FCF yield · Valuation | unavailable | unavailable | — |
| Shareholder yield (distributions) · Returns | 12.3% | 100 (on a fixed band) | 13% |
| Payout ratio (FCF) · Returns | unavailable | unavailable | — |
Factors without a value were dropped; the remaining weights were renormalised.
Score groups
- Balance sheet100/100 · 2/3 factors with a value
- Growth26/100 · 2/2 factors with a value
- Quality· partial58/100 · 1/3 factors with a value
- Returns· partial100/100 · 1/2 factors with a value
- Valuation· partial88/100 · 1/3 factors with a value
A «partial» group is computed from under half of its weight or from one factor: it is not a full assessment of the group.
Memo
Cricut, Inc. (CRCT). Latest full fiscal year: 2025; data up to 2026-06-30.
Figures computed from the financial statements: revenue 708.8 m USD in 2025; YoY growth -0.5%; net margin 12.7%; ROE 25.9%.
The estimated value range is 11.56–15.09 USD per share (median of 1 methods, agreement: single method); assumptions are illustrative. Against the central value of 13.84 USD, the price of 8.88 USD leaves a potential of 55.9% (value / price − 1) and a margin of safety of 35.9% (1 − price / value). The range is the median of the methods' low, central and high values, not a probability interval.
Insufficient data for a verdict (score weight coverage: 50.0% of at least 60%).
Text generated deterministically from the figures shown; no language model. Not investment advice.
What supports the thesis
- Interest coverage: 188.5x
- Current ratio: 2.5x
- P/E (TTM): 20.9x
- Shareholder yield (distributions): 12.3%
- The price is below the estimated value range
What contradicts it
- Revenue CAGR 3Y: -7.2%
Not assessed (insufficient data or a ratio without meaning): ROIC, FCF conversion, Net debt / EBITDA, EV/EBITDA, FCF yield, Payout ratio (FCF).
Versus the vertical median
Special Industry Machinery, NEC (SIC 3559) · same industry (4-digit SIC) · compared with 12 companies
Multiples and returns vs the median
Price rebased to 100 (monthly, 5 years)
Companies in the vertical
| Market cap | P/E | ROE | Net margin | Revenue YoY | 1A / 3A | |
|---|---|---|---|---|---|---|
| LRCXLam Research Corporation | 288.2 bn | 34.4 | 70.1% | 32.3% | +26.0% | +48% / +222% |
| ACLSAxcelis Technologies Inc | 2.8 bn | 30.9 | 8.9% | 10.7% | −17.6% | +11% / −26% |
| VECOVeeco Instruments Inc | 2.2 bn | 100.5 | 2.6% | 3.4% | −7.4% | +23% / +26% |
| CRCTCricut, Inc. | 1.9 bn | 20.9 | 25.9% | 12.7% | −0.5% | +77% / +5% |
| AZTAAzenta, Inc. | 1.7 bn | — | -7.7% | -20.0% | +3.6% | +10% / −31% |
| ACMRACM Research, Inc. | 629.9 m | 21.0 | 10.6% | 14.5% | +15.2% | +33% / +167% |
| ERIIEnergy Recovery, Inc. | 366.0 m | 26.0 | 8.6% | 12.7% | −6.9% | −50% / −62% |
| ASYSAmtech Systems, Inc. | 216.2 m | 46.7 | 4.8% | 4.9% | −21.6% | +57% / +60% |
| VELOVelo3D, Inc. | 181.5 m | — | -61.5% | -89.6% | +12.1% | +6% / −99% |
| SOTKSono Tek Corp | 71.0 m | 36.0 | 10.1% | 9.3% | +2.0% | +24% / −10% |
| TRTTrio-Tech International | 51.5 m | — | -0.1% | -0.1% | +71.6% | +16% / +103% |
| CVVCvd Equipment Corporation | 26.8 m | 2.7 | 32.7% | 62.0% | −4.1% | +10% / −19% |
| ASMLAsml Holding NV | — | — | 50.5% | 29.4% | +15.6% | +41% / +119% |
1- and 3-year price returns: for CRCT from daily closes (the same as the performance table), for the other companies from month-end closes.
olivLaw engine forecast
The world engine ran after the company's latest material disclosure. Probabilities are of TOUCHING a level within the horizon (not closing there) and sit next to the random walk (p_rw), the no-information benchmark.
The engine has no published run for this company yet.
Valuation scenarios (editable assumptions)
Illustrative scenarios
Illustrative: not forecasts and without probabilities. Each case is one coherent set of assumptions, computed on today's figures.
Estimated price (USD)
| Estimated price | Bear | Base | Bull |
|---|---|---|---|
| 1 years | 4.69 Total return -47% · Per year -47% | 8.33 Total return -6% · Per year -6% | 12.60 Total return 42% · Per year 42% |
| 3 years | 3.72 Total return -58% · Per year -25% | 7.51 Total return -15% · Per year -5% | 12.60 Total return 42% · Per year 12% |
| 5 years | 2.95 Total return -67% · Per year -20% | 6.78 Total return -24% · Per year -5% | 12.60 Total return 42% · Per year 7% |
- Exit P/E± 1.88
- Net margin± 1.31
- Annual revenue growth± 1.19
- Annual dilution± 0.11
AI analysis
AI-generatedAI-generated analysis (Claude) from cited public sources; it may contain errors. Not investment advice. As of 27 Oct 2026 · Model: claude-haiku-5-5.
Possibly outdated: the newest document it read is from 05 Aug 2026; since then the company filed 8-K (03 Nov 2026 · results).
In brief
Cricut sells connected cutting machines, accessories, materials and design subscriptions that together form a platform for do-it-yourself creation. The company entered 2026 with falling revenue but rising net income, and its platform and subscriptions are becoming more important to the stability of the business 13.
SWOT
Strengths
- The user community is loyal, and word-of-mouth referrals bring in an important share of new customers.
- The integrated platform, from idea to finished project, supports repeat purchases of accessories and materials.
- The company has stayed profitable and generated enough operating cash to fund dividends and share repurchases.
Weaknesses
- Revenue has declined in recent years, and the Products segment is sensitive to consumer spending and inventory levels.
- The company relies on three contract manufacturers for connected machines and on limited sources for components.
- The heavy weight of the fourth-quarter holiday season exposes the company to promotions that reduce gross margin.
Opportunities
- International expansion and rising online sales could open markets where the company is still underrepresented.
- AI features in the app could raise user engagement and support subscription sales.
- Entrepreneurs who sell home-made products form a segment that could sustain demand for materials and machines.
Threats
- Tariffs and trade restrictions could raise import costs and reduce margins.
- Cheaper competing products and second-hand machines could reduce sales of new machines and user engagement.
- A weaker economy and lower consumer confidence could cut budgets for do-it-yourself activities.
Risks
- Attracting and keeping usershigh
If the rate of new user additions keeps falling, revenue from the platform and accessories could decline.
- Dependence on connected machineshigh
A drop in machine sales would also weigh on platform and accessories revenue, which depends on the use of these machines.
- Tariffs and supply chainmedium
Tariffs and reliance on a few manufacturers could lead to higher costs and stock disruptions.
- Demand forecastingmedium
Wrong demand estimates could leave excess inventory or lost revenue, affecting margins.
- Security and intellectual propertylow
Cyber incidents or intellectual property breaches could damage user trust.
Investment thesis
What would need to be true (bull case)
- If the platform and subscriptions keep growing, the company could maintain steadier revenue even when machine sales decline.
- The high gross margin reported in Q2 2026 and operating cash flow could give room for investment and for returning capital to shareholders.
- International expansion and AI features could bring new users, especially if engagement rises.
What would break the thesis
- If product revenue keeps declining, the company could stay dependent on a Platform segment that grows more slowly.
- Tariff and shipping pressures could compress margins during promotional periods.
- If the user base stays flat, revenue per user could become hard to sustain over time.
What to watch
- Trend in Products revenue and connected machine salesQ3 2026
- Number of Paid Subscribers and Platform ARPUQ3 2026
- Effect of supply-chain and tariff costs on gross margin2026
- Fourth-quarter results, the period with the highest share of salesQ4 2026
Products, market & competition
AI-generatedAI-generated analysis (Claude) from cited public sources; it may contain errors. Not investment advice. As of 27 Oct 2026 · Model: claude-haiku-5-5.
Possibly outdated: the newest document it read is from 05 Aug 2026; since then the company filed 8-K (03 Nov 2026 · results).
The business
Cricut, Inc. is a creative platform company that links its connected cutting machines to the Cricut Design Space cloud app, the Cricut Access subscription and a broad range of accessories and materials. The company reported total revenue of 708.8 million USD in fiscal 2025, compared with 712.5 million USD in 2024, and net income of 76.7 million USD 1. Its users, the community of Active Users, numbered nearly 5.9 million as of December 31, 2025 1.
Segments
Market context
The company describes its market through trends such as personalization and the digitization of creative tools, including generative AI, and about 23% of its users make projects to sell 1. Sales run through retailers such as Amazon, Best Buy, Costco, Target and Walmart as well as Cricut.com, and 69% of 2025 revenue came from online channels 1.
Trends
- Personalization and digital creationtailwind
Buyers increasingly want personalized items, and AI tools lower the barrier to design. This could support user numbers and content sales if the platform stays attractive.
- Consumer demand under pressureheadwind
The company flags slowing user additions and possibly flat or falling subscribers, amid weaker economic conditions and heightened price sensitivity.
- Tariffs and supply costsmixed
Tariffs have raised costs, and supply-chain pressures linked to the Middle East conflict could raise fuel and petrochemical input costs. Tariff refunds approved in Q2 2026 partly offset this effect.
- Shift to online channelsmixed
The online share of sales rose from 62% in 2023 to 69% in 2025, which may reduce reliance on physical retailers but requires continued digital marketing spend.
Competitive position
Cricut competes with other cutting and crafting products, but its edge comes from an integrated ecosystem of machines, software and materials. The company names competition as a risk in both its Platform and Products segments, and rival products may be sold at lower prices.
- Retailers and third-party marketplaces
Amazon, Walmart, Target and other retailers sell Cricut products and can influence their price and visibility in the market.
Links, dependencies and risks
Who the company is tied to, from its own SEC filings (customers, suppliers, production, partners, competitors, countries, regulation), from the 5 %+ holders' statements (13D/13G) and from what other companies say about it. Click a node for its evidence; on a listed company the graph moves to it.
Loading the links…
News & filings
In the press
- Cricut’s new compact crafter prints, cuts, and laminates stickersThe Verge · 25 Sept 2026 · EN
- Cricut’s (CRCT) Newest Machine Cuts Deeper, Business Story Gets ComplicatedYahoo Finance — News · 14 Sept 2026 · EN
- Unlocking a locked/deactivated e-waste Cricut MakerHacker News · 19 Aug 2026 · EN
- Cricut’s Joy 2 helps you personalize Father’s Day gifts, and it’s at its lowest price yetThe Verge · 02 Jun 2026 · EN
- Cricut’s $99 craft cutting machine helped me feel creative againThe Verge · 10 May 2026 · EN
The latest news item in our archive is from 25 Sept 2026; the newest SEC filing is from 03 Nov 2026. The press archive comes from the RSS feeds we follow and does not necessarily cover the latest event — the filings alongside do.
SEC filings
- Current report03 Nov 2026Results of operations · Regulation FD disclosure · Financial statements and exhibits
- Current report27 Oct 2026Material agreement · Termination of a material agreement · Financial statements and exhibits
- Quarterly report05 Aug 2026
- Current report04 Aug 2026Results of operations · Regulation FD disclosure · Financial statements and exhibits
- Current report04 Jun 2026Shareholder vote · Financial statements and exhibits
- Quarterly report06 May 2026
- Current report05 May 2026Results of operations · Regulation FD disclosure · Financial statements and exhibits
- Proxy statement21 Apr 2026
- Annual report04 Mar 2026
- Current report03 Mar 2026Results of operations · Regulation FD disclosure · Financial statements and exhibits
Sources
- [1] Form 10-K, fiscal year ended 2025-12-31 · SEC / Cricut, Inc. · 04 Mar 2026
- [2] Form 10-Q, quarter ended 2026-06-30 · SEC / Cricut, Inc. · 05 Aug 2026
- [3] Form 8-K, results release (exhibit 99.1) · SEC / Cricut, Inc. · 04 Aug 2026
Figures computed by olivLaw from SEC filings and closing prices; the qualitative analysis is AI-generated from cited sources. Not investment advice.