Cricut Contrast (CRCT) and the competition

Cricut (NASDAQ:CRCT – Get Rating) is one of 38 publicly traded companies in the “Special Industrial Machinery, Not Elsewhere Classified” sector, but how does it differ from its rivals? We’ll compare Cricut to related companies based on valuation strength, profitability, risk, institutional ownership, earnings, analyst recommendations and dividends.


This table compares the net margins, return on equity, and return on assets of Cricut and its competitors.

Net margins Return on equity return on assets
Cricut 10.75% 22.66% 14.78%
Cricut Competitors -3.74% 0.33% 3.48%

Analyst Notes

This is a summary of current recommendations and price targets for Cricut and its rivals, as reported by

Sales Ratings Hold odds Buy reviews Strong buy odds Rating
Cricut 2 3 0 0 1.60
Cricut Competitors 319 1097 1619 40 2.45

Cricut currently has a consensus target price of $17.20, indicating a potential upside of 28.07%. As a group, ‘Special industry machinery, not elsewhere classified’ companies have an upside potential of 54.11%. Given that Cricut’s rivals have a higher consensus rating and higher likely upside, analysts clearly believe that Cricut has less favorable growth aspects than its rivals.

Benefits and evaluation

This chart compares revenue, earnings per share, and valuation of Cricut and its rivals.

Gross revenue Net revenue Price/earnings ratio
Cricut $1.31 billion $140.47 million 20.98
Cricut Competitors $2.81 billion $426.17 million 20.71

Cricut rivals have higher revenue and profit than Cricut. Cricut trades at a higher price-to-earnings ratio than its rivals, indicating that it is currently more expensive than other companies in its industry.

Institutional and insider ownership

14.8% of Cricut shares are held by institutional investors. By comparison, 59.5% of the shares of all “Special Industry Machinery, Not Elsewhere Classified” companies are held by institutional investors. 15.5% of the shares of all “Special Industry Machinery, Not Elsewhere Classified” companies are held by insiders of the company. Strong institutional ownership indicates that hedge funds, endowments, and large fund managers believe a company is poised for long-term growth.


Cricut’s rivals beat Cricut on 8 of the 12 points compared.

About Cricut (Get an assessment)

Cricut LogoCricut, Inc. designs and markets a creativity platform that allows users to turn ideas into professional-looking, handmade products. It operates in three segments: Connected Machines, Subscriptions and Accessories and Hardware. The company offers connected machines, design apps, accessories and hardware that allow users to create large-scale birthday cards, mugs, t-shirts and home decor. Its connected machines include Cricut Joy, Cricut Explore and Cricut Maker to cut, write, mark and create decorative effects using various materials, such as paper, vinyl, leather and others; and design apps include the Design Space app and the Cricut Joy-specific app. The company also offers Cricut Access and Cricut Access Premium subscription plans, as well as in-app purchases; and software that integrates its connected machines and design apps. Additionally, it offers a range of accessories and materials, such as Cricut EasyPress, Cricut Mug Press, various hand tools, machine replacement tools and blades, and project materials. The Company offers its products through its third-party and online retail partners; and its site, as well as through a network of distributors. It operates in the United States, United Kingdom, Ireland, Australia, New Zealand and Western Europe, as well as in the Middle East, Latin America, South Africa and Asia. The company was formerly known as Provo Craft & Novelty, Inc. and changed its name to Cricut, Inc. in March 2018. The company was incorporated in 1969 and is headquartered in South Jordan, Utah.

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