Cricut, Inc. (CRCT) is a Industrials stock trading at $5.76 (as of 2026-09-02), with a market capitalization of $1.21B and a trailing P/E of 13.8. Figures are sourced from first-party U.S. SEC EDGAR filings and market data.
Cricut, Inc. offers a platform for creating customized handmade goods, consisting of connected cutting and crafting machines, design software, subscriptions, and accessories and materials. It sells items such as Cricut machines and related design apps, Cricut Access subscriptions, and press tools, blades, and craft materials through retail partners and its website to consumers.
Understand Cricut, Inc.: how it makes money
Cricut sells connected craft machines (cutting, writing, scoring) plus a subscription design platform and consumable materials to home creators. The machine is the entry point; profit compounds through repeat subscription fees and material repurchases tied to each installed base.
The machine is a one-time wedge; the durable profit lives in the recurring subscription and material purchases that follow every installation.
Business quality (Solid): Solid: a 74% gross margin and 30% operating margin on a debt-free balance sheet, though the top line is still contracting and margins leaned on one-time items this quarter.
Valuation: At 12× earnings, CRCT trades 63% below the Machinery average (32×). Note: the low multiple may reflect one-time earnings items.
Bull case
Machine sellouts signal demand rebound: Management cited double-digit machine sellout growth in Q2 FY26, suggesting the consumer craft cycle is turning. More machines in homes means a larger attached base to sell subscriptions and materials into over the next several quarters.
Premium tier lifts subscription value: The new premium subscription tier at a $14.99 monthly starting price is showing strong adoption, giving Cricut a structural path to raise revenue per subscriber and widen the platform's margin profile.
Shares sit at a wide discount: At 11.8x earnings, Cricut trades 63% below the Machinery industry average of 32x. A 30% operating margin on a debt-free balance sheet ($286M cash) is difficult to justify at that multiple if the craft cycle stabilizes.
Bear case
Materials face competitive squeeze: Management acknowledged that accessories and materials remain challenged by competitive pressure. If users source consumables from cheaper alternatives, the repurchase loop that underpins the platform's recurring revenue erodes and the machine becomes a one-time sale.
Margins lean on one-time items: Q2 profitability was propped up by non-recurring benefits rather than clean operational improvement. Strip those out and the 30% operating margin overstates the steady-state earnings power of the business.
Top line still contracting: Quarterly revenue fell 9% year over year to $200M, a decline management attributed partly to tariff-related headwinds in the prior-year comparison. Even against a tough comp, the contraction shows demand has not yet normalized.