Cricut, Inc. Class A (CRCT)

In the past six months, Cricut's stock has been impacted by several events. The company reported strong Q3 2025 earnings, with an EPS of $0.10 and revenue of $170.4 million. Earlier, Cricut announced solid Q2 2025 results, including a 2% increase in sales, 14% growth in operating income, 22% EPS growth, and a 7% rise in paid subscribers. A special dividend of $0.75 per share was paid on July 21, 2025. Despite these positive earnings reports, the company's share price saw a decline of 14.49% from January 13, 2025 to January 9, 2026. The company has also been navigating ongoing tariff headwinds, and sales have declined nearly 50% since 2021.

Demand for Cricut products and services exhibits clear seasonality, with a notable peak during the holiday season, particularly in December. Businesses in the Cricut market are advised to strategically plan marketing campaigns and inventory, launching promotional efforts and bundled deals in late autumn to capitalize on this seasonal demand. While seasonal items are important for boosting sales, the company also emphasizes the importance of having a consistent offering of core products that sell year-round. Q2 2025 saw an accelerated demand for accessories and materials that would typically be expected later in the year.

Cricut, Inc. is a creative technology company offering smart cutting machines, design software, and accessories for home crafters and DIY enthusiasts. The company's business model revolves around a connected creativity platform, integrating proprietary hardware with a digital subscription service. Its major products include smart cutting machines such as the Cricut Maker, Explore, and Joy series, as well as heat presses, the Infusible Ink system, various accessories, and materials. The company's cloud-based design software, Cricut Design Space, is central to its platform.

Cricut, Inc. is headquartered in South Jordan, Utah, USA. The company supports a global community of users through international sales channels, localized software, and regional marketing efforts. Its geographic footprint extends across North America, Europe, Asia, and Oceania.

Cricut's brand reputation in the past year has been mixed, with significant negative feedback from consumers. Reviews frequently express dissatisfaction with product quality, unhelpful customer service, and difficulties arising from product malfunctions. Issues with the proprietary software, Design Space, are commonly reported. Some customers have also reported receiving incomplete orders. Conversely, some avid crafters in early 2025 found the machines easy to set up and use, praising their precision cutting abilities. Historically, Cricut has faced controversies related to "Third-party hostility" and "User upload limitation."

Cricut, Inc. has a diverse ownership structure, with 330 institutional owners holding a total of 33,844,235 shares. Major institutional shareholders include Vanguard Group Inc., BlackRock, Inc., and American Century Companies Inc. Retail investors hold a significant portion of the company's equity. CEO Ashish Arora directly holds 1.97% of shares, and Kimball C. Shill owns 0.67%. Abdiel Capital Management LLC is noted as the largest individual institutional shareholder. Overall, the ownership breakdown is approximately 13.95% institutional, 12.38% insider, and 73.67% retail investors.