Cricut (CRCT) investor relations material

Product and platform innovation

• Launched Guided Flows to simplify user experience, especially for new users, with six flows covering key projects like T-shirts and cards.

• Introduced a bundle-first strategy with next-generation machines, focusing on ease of use and affordability.

• New Direct to Film service leverages platform infrastructure, enabling users to create or order custom prints.

• Expanded product lineup with new machines (Joy 2, Explore 5) and heat press products, featuring all-new architecture and lower production costs.

• Ongoing investment in AI and platform features to enhance content discovery and user engagement.

Financial performance and strategy

• Achieved 22% year-over-year profitability growth and fourth consecutive year of subscriber growth.

• Machine sellout up 10% year-over-year, with acceleration in Q1 and strong retailer support.

• Platform segment maintains high gross margins in the high 80% range, with product margins benefiting from one-time reserve releases in 2025.

• Inventory levels normalized post-COVID, supporting strong free cash flow and disciplined capital deployment.

• Capital priorities: organic growth, selective M&A, regular and special dividends, and active share buybacks.

Market expansion and user engagement

• International business grew for the seventh consecutive quarter, with strong performance in the UK, France, Germany, Spain, Australia, New Zealand, Latin America, META, India, and Japan.

• Use cases and motivations for new users are consistent globally, with prosumer opportunities in developing markets.

• Promotional strategies drive excitement and affordability, addressing consumer cost concerns and supporting growth.

• Active partnerships with platforms like Pinterest and TikTok, and targeted digital marketing to boost engagement.

• Subscription business enhanced by AI-driven content, Guided Flows, and improved marketing, supporting consistent subscriber growth.