Cricut CEO Arora Ashish Divests $544,000 in Shares Amid Market Volatility

The recent series of insider sales by Cricut Inc. (NASDAQ: CRCT) Chief Executive Officer Arora Ashish has drawn the attention of market analysts tracking the DIY and crafting technology sector. Over a four-day window in February 2026, Ashish liquidated 120,000 shares in two separate tranches, generating total proceeds of approximately $544,200. These transactions occurred at a weighted average price that saw a noticeable decline between the first and second sales, reflecting broader volatility in the company’s equity valuation.

The first transaction, dated February 19, involved 60,000 shares sold at an average price of $4.65. Just four days later, on February 23, the CEO offloaded an additional 60,000 shares at a lower average price of $4.42. This 5% price delta between the two sales highlights the current pricing pressure on Cricut, which has struggled to maintain its pandemic-era momentum. During the COVID-19 lockdowns, Cricut experienced a massive surge in demand as home-bound consumers turned to digital cutting machines and subscription-based design software. However, as consumer spending shifts toward services and travel, the 'stay-at-home' tech sector has faced a rigorous re-rating by Wall Street.

“

At the most recent sale price of $4.42, this remaining stake is valued at roughly $16.8 million.

From a corporate governance perspective, insider sales by a CEO often trigger scrutiny regarding the executive's outlook on future growth. However, it is essential to contextualize these sales against Ashish’s total holdings. Following the completion of the February 23 sale, Ashish still retains 3,798,453 shares. At the most recent sale price of $4.42, this remaining stake is valued at roughly $16.8 million. The fact that the CEO sold less than 3% of his total position suggests that these transactions may be related to personal financial planning or tax obligations rather than a lack of confidence in the company’s long-term trajectory.

Investors should also consider the broader competitive landscape for Cricut. The company operates in a niche but increasingly crowded market, facing competition from traditional players like Brother and Silhouette, as well as cheaper alternatives entering the hobbyist space. Cricut’s high-margin subscription model remains its strongest asset, providing recurring revenue that buffers against the cyclical nature of hardware sales. Analysts will be looking closely at the next quarterly earnings report to see if the company can stabilize its active user base and increase the average revenue per user (ARPU).

Looking ahead, the primary concern for CRCT shareholders will be whether these insider sales precede a period of further stagnation or if they represent a localized bottom for the stock. While the CEO's remaining multi-million share stake provides some reassurance, the downward trend in the execution price from $4.65 to $4.42 suggests that the market is still searching for a firm support level. Monitoring further SEC Form 4 filings will be critical to determine if other high-level executives are following suit or if Ashish’s selling has concluded for the current cycle.