Cricut vs Johnson Outdoors
Cricut is the larger business, with $709m of revenue in fiscal 2025 against $592m for Johnson Outdoors (1.2 times as much). Johnson Outdoors grew faster (-0.1% against -0.5%). Cricut kept more of each dollar of sales as profit: a net margin of 10.8% against -5.8%. Cricut carries less debt relative to equity (0.0% against 0.0%).
| Latest fiscal year | CricutCRCT, 2025 | Johnson OutdoorsJOUT, 2025 |
|---|---|---|
| Revenue | $709m | $592m |
| Revenue growth | -0.5% | -0.1% |
| Net income | $76.7m | −$34.3m |
| Operating margin | 13.5% | -2.7% |
| Net margin | 10.8% | -5.8% |
| Return on equity | 18.9% | -7.8% |
| Free cash flow | — | $40.2m |
| Cash | $256m | $176m |
| Total debt | $0 | $0 |
| Debt to equity | 0.0% | 0.0% |
| Dividend per share | — | — |
| Dividend yield | 16.0% | 2.7% |
| Share buybacks | $24.7m | $121,000 |
| Employees | 700 | 1,300 |
| Market value | $1.25bn | $487m |
| Price vs our value range | Below our value range | Below our value range |
| Moat score | 67 (Moderate) | 53 (Moderate) |
| Insider trades, 12 months | 2 buys, 46 sales | 0 buys, 8 sales |