Cricut Touts Bundle-First Machines, Guided Flows and New DTF Service

Executives outline product initiatives, promotional and international strategies at Morgan Stanley TMT Conference

Published on Mar. 8, 2026

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Cricut NASDAQ: CRCT executives used their appearance at the Morgan Stanley TMT Conference to outline recent product and platform initiatives, discuss promotional and international strategies, and frame how they want investors to view the company's business model. The company highlighted its focus on simplifying the user experience with 'Guided Flows,' a bundle-first strategy for its next-generation machines, and the launch of a Direct to Film (DTF) service as an example of monetizing the platform beyond cutting machines.

Why it matters

Cricut is positioning itself as a platform company rather than just a hardware maker, emphasizing the consistency of its platform growth and profitability. The initiatives outlined, including the bundle-first strategy and new monetization efforts like DTF, demonstrate the company's efforts to drive user engagement and expand its revenue streams.

The details

Chief Financial Officer Kimball Shill said Cricut has launched six 'Guided Flows' to simplify the user experience, and is taking a 'bundle-first' approach with its next-generation machines to provide an improved out-of-box experience. The company has also launched a DTF service that leverages its platform infrastructure. On accessories and materials, Cricut is focused on bundles, the right products and channels, and competitiveness in commodity categories to address competition from 'white label' competitors.

  • Cricut launched six 'Guided Flows' to simplify the user experience.
  • Cricut is taking a 'bundle-first' approach with its next-generation machines.

The players

Kimball Shill

Chief Financial Officer of Cricut.

Jim Suva

Treasurer and SVP of Finance and IR at Cricut.

Cricut

A U.S.-based technology company specializing in personal and small-business crafting solutions.

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