TacticScaleWhat Cricut Does & How It Makes Money (CRCT)
Updated October 2026 · reflects Cricut's latest reported financials
Maker of connected cutting machines and design software for DIY crafters. Cricut sells machines, accessories, and materials through retail partners, distributors, and its own website cricut.com.
How Cricut makes money
Cricut sells machines, accessories, and materials through retail partners, distributors, and its own website cricut.com. It also earns recurring revenue from Cricut Access subscriptions and in-app purchases of images, fonts, and projects in its Design Space software.
What Cricut does
Cricut, Inc. (formerly Provo Craft & Novelty) builds a creativity platform for home crafters. Its connected machines, the Joy, Explore, Maker, and Venture families, cut, write, score, and add decorative effects to materials ranging from paper and adhesive vinyl to wood and leather. The machines are paired with Cricut Design Space, a cloud-based app that lets users design and manage projects on desktop and mobile. Accessories like the Cricut EasyPress and Mug Press extend what users can make, from custom T-shirts to personalized mugs. The company reports two segments, Platform and Products. It sells hardware, tools, and consumable materials through brick-and-mortar and online retailers, distributors, and cricut.com, and earns recurring revenue from Cricut Access subscriptions and in-app content purchases. Founded in 1969 and based in South Jordan, Utah, Cricut sells across North America, Europe, Australia, New Zealand, and parts of Asia, Latin America, the Middle East, and Africa.
Products & services
- Cricut Maker
- Cricut Explore
- Cricut Joy
- Cricut Venture
- Cricut Design Space
- Cricut Access
What is Cricut worth?
On an owner-earnings DCF, Cricut's most-likely value is about $9 versus a recent price near $6 (44% below fair value). But TacticScale only calls a stock undervalued when the price sits below its conservative no-growth floor (~$6) with a margin of safety — so the honest verdict here is “Fairly priced — no edge.” Fair value earns its keep only at the extremes, not in the wide middle.
Price sits in the normal range — fair value isn't actionable here; it earns its keep only when price drops below the no-growth floor, or runs to roughly double the optimistic case.
Analysis, not advice. Fair value is a margin-of-safety estimate from a deterministic owner-earnings DCF, not a price target or recommendation. See the full breakdown →
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