Overview of Cricut’s Business and Financial Performance

Business Overview Cricut is a company that designs and builds a creativity platform to help people lead creative lives. Their mission is to enable their engaged and loyal community of 5.9 million Active Users to turn ideas into professional-looking handmade goods. Cricut’s platform integrates their design apps and connected machines, allowing users to create and share projects seamlessly.

Cricut sells a portfolio of connected machines that cut, write, score and create other decorative effects using a wide variety of materials. They also sell a broad range of accessories and materials that bring users’ designs to life. Cricut generates revenue from sales of connected machines, accessories and materials, as well as subscriptions to their Cricut Access and Cricut Access Premium offerings.

Financial Performance For the three months ended March 31, 2025, Cricut reported:

• Total revenue of $162.6 million, a 3% decrease from the prior year period.
• Platform revenue of $80.0 million, a 2% increase driven by growth in paid subscribers.
• Products revenue of $82.6 million, a 7% decrease due to fewer units of accessories and materials sold and increased promotional activity.
• Gross margin of 89% for the Platform segment and 33% for the Products segment.
• Net income of $23.9 million, a 22% increase from the prior year period.

Cricut has experienced the highest revenue levels in the fourth quarter of the year, coinciding with the holiday shopping season in the United States. Their promotional discounting activity is also higher in the fourth quarter, which negatively impacts gross margin during this period.

Strengths and Weaknesses Key strengths of Cricut’s business include:

• Engaged and loyal user base of 5.9 million Active Users
• Growing paid subscriber base, reaching nearly 3.0 million as of March 31, 2025
• High gross margins in the Platform segment, driven by subscription and digital content revenue
• Strong cash position and access to additional financing

Potential weaknesses or challenges include:

• Seasonality in revenue and profitability, with the fourth quarter being the strongest
• Reliance on sales of connected machines and accessories/materials, which have lower margins than the Platform segment
• Potential impact of global macroeconomic conditions and trade uncertainty on the business

Outlook Going forward, Cricut expects to continue investing in research and development to refine their product roadmaps, as well as in sales and marketing to drive user growth and engagement. They also anticipate increased general and administrative expenses as they expand operations and invest in systems enhancements.

Overall, Cricut appears to be a well-positioned company in the creative technology space, with a strong user base, growing subscription revenue, and opportunities to further improve efficiency and profitability. However, they will need to navigate seasonal fluctuations and broader economic conditions to sustain their momentum.