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Cricut, Inc. Reports Second Quarter 2023 Financial Results

Total users grew to over 8.4 million, up 17% over Q2 2022

Paid subscribers of over 2.7 million, up 15% over Q2 2022

Delivered 18th consecutive quarter of profitability with net income of $16.0 million

Delivered Q2 2023 revenue of $177.8 million, 3% decline compared to Q2 2022

SOUTH JORDAN, Utah, Aug. 08, 2023 (GLOBE NEWSWIRE) -- Cricut, Inc. (“Cricut”) (NASDAQ: CRCT), the creative technology company that has brought a connected platform for making to millions of users worldwide, today announced financial results for its second quarter ended June 30, 2023.

“We finished the quarter in line with our expectations and launched some important innovations. On July 18th, we launched Cricut Venture, the largest and fastest connected cutting machine on the Cricut Platform. Cricut Venture represents the fourth, all-new architecture of connected machines in our history and demonstrates our commitment to innovation. As part of the launch, we held our first in-person consumer event since 2020. We love the energy these events generate within our community and are planning to do more in-person customer events around new products and our Cricut platform. Despite the 3% sales decline from a year ago, we are encouraged by our subscriptions revenue and machines revenue growth which increased year over year 13% and 5%, respectively. Our international growth was positive, with 34% year over year growth. The Cricut platform now has over 8.4 million total users, up 17% over Q2 last year. This creates a tremendous opportunity for us to build deeper user engagement on our platform by helping them discover inspiration, design then make their projects and share them on our platform,” said Ashish Arora, Chief Executive Officer of Cricut.

Second Quarter 2023 Financial Results

  • Revenue was $177.8 million, down 3% from Q2 2022.
  • Connected machine revenue was $37.3 million, up 5% from Q2 2022.
  • Subscriptions revenue was $76.1 million, up 13% over Q2 2022.
  • Accessories and materials revenue was $64.4 million, down 20% from Q2 2022.
  • International revenue increased by 34% over Q2 2022 and was 18% of total revenue, up from 13% of total revenue in Q2 2022.
  • Gross margin was 49.3%, up from 46.5% in Q2 2022.
  • Operating income was $19.3 million, or 10.8% of total revenue compared to $20.0 million, or 10.9% of revenue in Q2 2022.
  • Net income was $16.0 million, or 9.0% of revenue. Net income in Q2 2022 was $13.8 million, or 7.5% of revenue.
  • Diluted earnings per share was $0.07 up from $0.06 per share in Q2 2022.
  • Generated $64.4 million in Cash from Operations in Q2 and $159.6 million year to date. Used $1.0 million to repurchase 104 thousand shares of our common stock in Q2 and year to date used $4.2 million to repurchase 451 thousand shares.

“We delivered our 18th consecutive quarter of positive net income and continue to generate healthy cash flow on an annual basis. Year to date, we have generated $159.6 million in cash from operations and ended Q2 with $361.5 million in cash and cash equivalents, and we remain debt free. As part of the Company’s ongoing evaluation of capital allocation, we seek to balance multiple considerations, including ensuring that the Company has more than adequate liquidity and financial flexibility, evaluating opportunities to invest in our business to drive long-term shareholder returns (organically or through potential acquisitions) and returning capital to our shareholders. We announced a $1 per share special dividend or $234.6 million in total, of which $232.2 million was distributed on July 17, 2023, while the remainder will be paid upon vesting of restricted shares.” said Kimball Shill, Chief Financial Officer of Cricut. “We remain committed to our long-term operating margin targets of 15-19%. Our proven model has demonstrated that when we operate at scale and drive top line growth, these margins are achievable.”

Recent Business Highlights

  • Launched Cricut Venture on July 18th, the largest and fastest connected cutting machine on the Cricut Platform.
  • Total user base grew to over 8.4 million, or 17% year over year.
  • As of the end of Q2 2023, there were nearly 3.7 million engaged users cutting on the Cricut platform in the past 90 days, or 43% of our total user base.
  • Paid subscribers of over 2.7 million by the end of Q2, up 15% year over year.

Key Performance Metrics

 As of June 30,
 2023  2022 
Users (in thousands)8,446  7,192 
Percentage of Users Creating in Trailing 90 Days43% 51%
Number of Users Creating in Trailing 90 Days3,652  3,670 
Paid Subscribers (in thousands)2,722  2,367 

 Three Months Ended June 30,
 2023 2022
Subscription ARPU$9.13 $9.59
Accessories and Materials ARPU$7.71 $11.45

Webcast and Conference Call Information

Cricut management will host a conference call and webcast to discuss the results today, Tuesday, August 8, 2023 at 3:00 p.m. Mountain Time (5:00 p.m. Eastern Time). Information about Cricut’s financial results, including a link to the live and archived webcast of the conference call, will be made available on Cricut’s investor relations website at

The live call may also be accessed via telephone. Please pre-register using this link: Cricut Q2 2023 Earnings Pre-Registration. After registering, a confirmation will be sent via email and will include dial-in details and a unique PIN code for entry to the call. To avoid long wait times, we suggest registering at minimum 15 minutes before the start of the call to receive your unique PIN code.

About Cricut, Inc.

Cricut, Inc. is a creative technology company that helps people lead creative lives. Cricut hardware and design software work together as a connected platform for consumers to make beautiful, high-quality DIY projects quickly and easily. These industry-leading products include a flagship line of smart cutting machines — the Cricut Maker® series, the Cricut Explore® series, Cricut Joy™, and Cricut Venture™ — accompanied by other unique tools like Cricut EasyPress®, the Infusible Ink system, and a diverse collection of materials. In addition to providing tools and materials, Cricut fosters a thriving community of millions of dedicated users worldwide.

Cricut has used, and intends to continue using, its investor relations website and the Cricut News Blog ( to disclose material non-public information and to comply with its disclosure obligations under Regulation FD. Accordingly, you should monitor our investor relations website and the Cricut News Blog in addition to following our press releases, SEC filings and public conference calls and webcasts.

Media Contact:
Kriselle Laran

Investor Contact:
Jim Suva

Source: Cricut, Inc.

Key Performance Metrics

In addition to the measures presented in our consolidated financial statements, we use the following key business metrics to help us evaluate our business, identify trends affecting our business, formulate business plans and make strategic decisions. We believe these metrics are useful to investors because they can help in monitoring the long-term health of our business. Our determination and presentation of these metrics may differ from that of other companies. The presentation of these metrics is meant to be considered in addition to, not as a substitute for or in isolation from, our financial measures prepared in accordance with GAAP.

Glossary of Terms

Users: We define a User as a registered user of at least one registered connected machine as of the end of a period. One user may own multiple registered connected machines, but is only counted once if that user registers those connected machines by using the same email address.

Engaged Users: We define the Engaged Users as users who have used a connected machine for any activity, such as cutting, writing or any other activity enabled by our connected machines, in the past 90 days.

Percentage of Users Creating in Trailing 90 Days: We define the Percentage of Users Creating in Trailing 90 Days (Engaged Users) as the percentage of users who have used a connected machine for any activity, such as cutting, writing or any other activity enabled by our connected machines, in the past 90 days. We calculate the percentage by dividing the number of Engaged Users in the period by the total user base.

Paid Subscribers: We define Paid Subscribers as the number of users with a subscription to Cricut Access or Cricut Access Premium, excluding cancelled, unpaid or free trial subscriptions, as of the end of a period.

Subscription ARPU: We define Subscription ARPU as Subscriptions revenue divided by average users in a period.

Accessories and Materials ARPU: We define Accessories and Materials ARPU as Accessories and Materials revenue divided by average users in a period. Accessories and Materials ARPU fluctuates over time as we introduce new accessories and materials at various price points and as the volume and mix of accessories and materials purchased changes.

Cautionary Statement Regarding Forward-Looking Statements

This press release contains “forward-looking statements” within the meaning of Section 27A of the Securities Act of 1933 as amended (the “Act”), and Section 21E of the Securities Exchange Act of 1934, as amended (the “Exchange Act”). These statements include, but are not limited to, quotations from management, business outlook, strategies, market size and growth opportunities. Forward-looking statements generally can be identified by the fact that they do not relate strictly to historical or current facts and by the use of forward-looking words such as “anticipates,” “believes,” “targets,” “potential,” “estimates,” “expects,” “intends,” “plans,” “projects,” “may” or similar terminology. In particular, statements, express or implied, concerning future actions, conditions or events, future results of operations or the ability to generate revenues, income or cash flow are forward-looking statements. These statements are based on and reflect our current expectations, estimates, assumptions and/ or projections and our perception of historical trends and current conditions, as well as other factors that we believe are appropriate and reasonable under the circumstances. Forward-looking statements are neither predictions nor guarantees of future events, circumstances or performance and are inherently subject to known and unknown risks, uncertainties and assumptions, many of which are beyond our control, that could cause our actual results to differ materially from those indicated by those statements. There can be no assurance that our expectations, estimates, assumptions and/or projections will prove to be correct or that any of our expectations, estimates or projections will be achieved. The forward-looking statements included in this press release are only made as of the date indicated on the relevant materials and are based on our estimates and opinions at the time the statements are made. We disclaim any obligation to publicly update any forward-looking statement to reflect subsequent events or circumstances or changes in opinion, except as required by law.

Numerous factors could cause our actual results and events to differ materially from those expressed or implied by forward-looking statements including, but not limited to, risks and uncertainties associated with: our ability to attract and engage with our users; competitive risks; supply chain, manufacturing, distribution and fulfillment risks; international risks, including regulation and tariffs that have materially increased our costs and the potential for further trade barriers or disruptions; sales and marketing risks, including our dependence on sales to brick-and-mortar and online retail partners and our need to continue to grow online sales; risks relating to the complexity of our business, which includes connected machines, custom tools, hundreds of materials, design apps, e-commerce software, subscriptions, content, international production, direct sales and retail distribution; risks related to product quality, safety and warranty claims and returns; risks related to the fluctuation of our quarterly results of operations and other operating metrics; risks related to intellectual property, cybersecurity and potential data breaches; risks related to our dependence on our Chief Executive Officer; risks related to our status as a “controlled company”; and the impact of economic and geopolitical events, natural disasters and actual or threatened public health emergencies, current recessionary pressures and any resulting economic slowdown from any of these events, or other resulting interruption to our operations. These risks and uncertainties are described in greater detail under the heading “Risk Factors” in the most recent form 10-Q that we have filed with the Securities and Exchange Commission (“SEC”).

Cricut, Inc.
Condensed Consolidated Statements of Operations and Comprehensive Income
(in thousands, except share and per share amounts)
 Three Months Ended June 30, Six Months Ended June 30,
  2023   2022   2023   2022 
Connected machines$37,284  $35,438  $71,415  $97,829 
Subscriptions 76,129   67,604   151,212   132,382 
Accessories and materials 64,352   80,715   136,365   198,329 
Total revenue 177,765   183,757   358,992   428,540 
Cost of revenue:       
Connected machines 33,765   34,882   66,831   95,595 
Subscriptions 7,898   6,181   15,529   12,433 
Accessories and materials 48,447   57,266   112,311   136,064 
Total cost of revenue 90,110   98,329   194,671   244,092 
Gross profit 87,655   85,428   164,321   184,448 
Operating expenses:       
Research and development 16,346   20,055   34,147   40,585 
Sales and marketing 29,407   31,516   59,023   64,305 
General and administrative 22,652   13,828   41,372   28,122 
Total operating expenses 68,405   65,399   134,542   133,012 
Income from operations 19,250   20,029   29,779   51,436 
Total other income (expense), net 3,691   322   6,006   283 
Income before provision for income taxes 22,941   20,351   35,785   51,719 
Provision for income taxes 6,917   6,524   10,662   14,388 
Net income$16,024  $13,827  $25,123  $37,331 
Other comprehensive income (loss):       
Change in net unrealized gains on marketable securities, net of tax$(318) $(343)  (130)  (343)
Change in foreign currency translation adjustment, net of tax (50)  (110)  (32)  (122)
Comprehensive income$15,656  $13,374   24,961   36,866 
Earnings per share, basic$0.07  $0.06  $0.12  $0.17 
Earnings per share, diluted$0.07  $0.06  $0.11  $0.17 
Weighted-average common shares outstanding, basic 216,963,697   214,852,256   216,236,887   213,634,584 
Weighted-average common shares outstanding, diluted 219,915,839   220,791,640   219,597,977   221,199,963 

Cricut, Inc.
Condensed Consolidated Balance Sheets
(in thousands, except share and per share amounts)
 As of June 30, 2023 As of December 31, 2022
Current assets:   
Cash and cash equivalents$286,121  $224,943 
Marketable securities 75,364   74,256 
Accounts receivable, net 88,651   136,539 
Inventories 294,330   351,682 
Prepaid expenses and other current assets 18,574   23,842 
Total current assets 763,040   811,262 
Property and equipment, net 58,471   63,407 
Operating lease right-of-use asset 14,576   17,078 
Intangible assets, net 380   760 
Deferred tax assets 31,311   23,819 
Other assets 30,563   33,301 
Total assets$898,341  $949,627 
Liabilities and Stockholders’ Equity   
Current liabilities:   
Accounts payable$67,171  $63,195 
Accrued expenses and other current liabilities 48,289   69,775 
Deferred revenue, current portion 39,605   34,869 
Operating lease liabilities, current portion 5,439   5,436 
Dividends payable, current portion 234,693   80,781 
Total current liabilities 395,197   254,056 
Operating lease liabilities, net of current portion 11,141   13,935 
Deferred revenue, net of current portion 2,812   3,789 
Other non-current liabilities 6,884   5,112 
Total liabilities 416,034   276,892 
Commitments and contingencies   
Stockholders’ equity:   
Preferred stock, par value $0.001 per share, 100,000,000 shares authorized, no shares issued and outstanding as of June 30, 2023 and December 31, 2022.     
Common stock, par value $0.001 per share, 1,250,000,000 shares authorized as of June 30, 2023, 219,830,304 shares issued and outstanding as of June 30, 2023; 1,250,000,000 shares authorized as of December 31, 2022, 219,656,587 shares issued and outstanding as of December 31, 2022. 220   220 
Additional paid-in capital 482,724   672,990 
Retained earnings     
Accumulated other comprehensive loss (637)  (475)
Total stockholders’ equity    482,307   672,735 
Total liabilities and stockholders’ equity$898,341  $949,627 

Cricut, Inc.
Condensed Consolidated Statements of Cash Flows
(in thousands)
 Six Months Ended June 30,
  2023   2022 
Cash flows from operating activities:   
Net income$25,123  $37,331 
Adjustments to reconcile net income to net cash and cash equivalents provided by operating activities:   
Depreciation and amortization (including amortization of debt issuance costs) 14,378   12,129 
Bad debt expense 6,563    
Impairments 1,959    
Stock-based compensation 22,307   19,360 
Deferred income tax (7,447)   
Non-cash lease expense 2,478   2,406 
Unrealized foreign currency loss 599    
Provision for inventory obsolescence 10,280   4,454 
Other (1,290)  (59)
Changes in operating assets and liabilities:   
Accounts receivable 40,665   118,447 
Inventories 50,356   (64,783)
Prepaid expenses and other current assets 5,286   4,237 
Other assets (523)  (594)
Accounts payable 4,277   (91,840)
Accrued expenses and other current liabilities and other non-current liabilities (16,457)  (25,990)
Operating lease liabilities (2,702)  (1,861)
Deferred revenue 3,760   (231)
Net cash and cash equivalents used in operating activities 159,612   13,006 
Cash flows from investing activities:   
Purchase of marketable securities    (84,601)
Proceeds from maturities of marketable securities    807 
Acquisitions of property and equipment, including capitalized software development costs (12,825)  (17,775)
Net cash and cash equivalents used in investing activities (12,825)  (101,569)
Cash flows from financing activities:   
Repurchase of common stock (4,210)   
Repurchase of compensatory units    (14)
Proceeds from exercise of stock options 208   31 
Employee tax withholding payments on stock-based awards (5,799)  (5,048)
Cash dividend (75,808)   
Net cash and cash equivalents used in financing activities (85,609)  (5,031)
Effect of exchange rate on changes on cash and cash equivalents    (232)
Net increase (decrease) in cash and cash equivalents 61,178   (93,826)
Cash and cash equivalents at beginning of period 224,943   241,597 
Cash and cash equivalents at end of period$286,121  $147,771 
Supplemental disclosures of cash flow information:   
Cash paid during the period for interest$  $ 
Cash paid during the period for income taxes$12,086  $5,967 
Supplemental disclosures of non-cash investing and financing activities:   
Right-of-use assets obtained in exchange for new operating lease liabilities$  $4,307 
Property and equipment included in accounts payable and accrued expenses and other current liabilities$2,447  $5,895 
Tax withholdings on stock-based awards included in accrued expenses and other current liabilities$483  $388 
Stock-based compensation capitalized for software development costs$975  $1,153 
Leasehold improvements acquired through tenant allowances$  $752 
Dividend declared but unpaid$234,625  $ 

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