PRPLNasdaqHousehold FurnitureFiscal year ends December 31
Purple Innovation, Inc.
Financials through Q2 FY2026, quarter ended Jun 30, 2026Last filing: 10-Q on Aug 11, 2026
$2.31−0.08 (-3.35%)
Close on Oct 19, 2026
- Market cap
- $10.07M
- P/E (TTM)
- 0.2
- Dividend yield
- –
Ownership
Institutional holdings as of Jun 30, 2026, from 13F filings
Held by institutions
100.0%
62M of 4M shares
Institutional holders
62
4 new, 11 sold out
Net institutional buying
59M
In Q2 2026
Insider trades, 12 months
1 buys · 0 sales
Net bought $29.40K
Shares held by institutions
Holders of more than 5%
Latest Schedule 13D (active) or 13G (passive) filed by each holder
| Holder | Shares | % of class | Filing | As of |
|---|---|---|---|---|
| Somnigroup International Inc. | 8,000,000 | 6.88% | 13G (passive) | May 2, 2025 |
| Christopher Shackelton | 61,131,909 | 49.90% | 13D (active) amendment | May 2, 2025 |
Top institutional holders
13F holdings as of Jun 30, 2026
| Holder | Shares | % of PRPL | Value | Change | % of portfolio |
|---|---|---|---|---|---|
| Coliseum Capital Management, LLC | 46,855,291 | 1074.75% | $16.73M | +44,981,079 | 1.44% |
| Wasatch Advisors LP | 5,071,444 | 116.33% | $1.81M | +4,868,586 | 0.01% |
| Vanguard Capital Management LLC | 2,210,496 | 50.70% | $789.15K | +2,120,300 | 0.00% |
| BlackRock, Inc. | 1,045,427 | 23.98% | $373.22K | +1,003,608 | 0.00% |
| Dynamic Advisor Solutions LLC | 752,200 | 17.25% | $268.54K | +722,112 | 0.01% |
| Millennium Management LLC | 727,895 | 16.70% | $259.86K | +693,944 | 0.00% |
| Geode Capital Management, LLC | 617,869 | 14.17% | $220.64K | +590,826 | 0.00% |
| Jacobs Levy Equity Management, Inc | 608,180 | 13.95% | $217.12K | +583,853 | 0.00% |
| Shay Capital LLC | 371,207 | 8.51% | $132.52K | +366,242 | 0.01% |
| Crumly & Associates Inc. | 333,263 | 7.64% | $118.98K | +321,580 | 0.02% |
| Goldman Sachs Group Inc | 315,877 | 7.25% | $112.77K | +310,026 | 0.00% |
| Vanguard Fiduciary Trust Co | 308,521 | 7.08% | $110.14K | +296,180 | 0.00% |
| Anson Funds Management LP | 300,000 | 6.88% | $107.10K | +276,000 | 0.01% |
| Charles Schwab Investment Management Inc | 282,242 | 6.47% | $100.76K | +270,762 | 0.00% |
| Stratos Wealth Partners, LTD. | 273,561 | 6.27% | $97.66K | +262,635 | 0.00% |
| State Street Corp | 259,838 | 5.96% | $92.76K | +249,444 | 0.00% |
| UBS Group AG | 156,167 | 3.58% | $55.75K | +153,867 | 0.00% |
| Tudor Investment Corp Et Al | 150,649 | 3.46% | $53.78K | +144,623 | 0.00% |
| Divisadero Street Capital Management, LP | 138,605 | 3.18% | $49.48K | +133,061 | 0.00% |
| Northern Trust Corp | 137,104 | 3.14% | $48.95K | +133,215 | 0.00% |
Institutional buying and selling by quarter
Positions opened, added to, reduced and closed by 13F filers
| Quarter | Holders | Shares held | % of shares | New / added | Reduced / closed | Shares bought | Shares sold |
|---|---|---|---|---|---|---|---|
| Q2 2026 | 62 | 62M | 100.0% | 4 / 57 | 1 / 11 | 60M | 0M |
| Q1 2026 | 70 | 3M | 58.5% | 6 / 13 | 19 / 10 | 0M | 0M |
| Q4 2025 | 76 | 3M | 59.2% | 7 / 12 | 24 / 13 | 0M | 0M |
| Q3 2025 | 85 | 3M | 62.5% | 22 / 9 | 27 / 15 | 0M | 0M |
| Q2 2025 | 79 | 3M | 64.7% | 23 / 11 | 26 / 26 | 0M | 0M |
| Q1 2025 | 84 | 3M | 69.2% | 9 / 13 | 32 / 6 | 0M | 0M |
| Q4 2024 | 85 | 3M | 70.0% | 11 / 29 | 13 / 13 | 0M | 0M |
| Q3 2024 | 87 | 3M | 74.0% | 13 / 26 | 20 / 10 | 0M | 0M |
| Q2 2024 | 85 | 3M | 74.3% | 18 / 22 | 23 / 8 | 0M | 0M |
| Q1 2024 | 76 | 3M | 75.1% | 8 / 25 | 23 / 19 | 0M | 0M |
| Q4 2023 | 88 | 3M | 75.9% | 15 / 20 | 27 / 24 | 0M | 1M |
| Q3 2023 | 99 | 4M | 86.6% | 7 / 19 | 40 / 18 | 0M | 0M |
Top mutual fund and ETF holders
Latest monthly portfolio reports (Form N-PORT)
| Fund | Shares | % of PRPL | Value | % of fund | As of |
|---|---|---|---|---|---|
| Wasatch Micro Cap Fund | 5,024,165 | 115.24% | $1.79M | 0.27% | Jun 30, 2026 |
| Vanguard Total Stock Market Index Fund | 1,610,685 | 36.95% | $575.01K | 0.00% | Jun 30, 2026 |
| Vanguard Extended Market Index Fund | 599,811 | 13.76% | $214.13K | 0.00% | Jun 30, 2026 |
| Fidelity Extended Market Index Fund | 344,045 | 7.89% | $138.07K | 0.00% | May 31, 2026 |
| Schwab U.S. Small-Cap ETF | 281,047 | 6.45% | $112.78K | 0.00% | May 31, 2026 |
| Goldman Sachs Absolute Return Tracker Fund | 173,192 | 3.97% | $61.83K | 0.00% | Jun 30, 2026 |
| Fidelity Total Market Index Fund | 100,513 | 2.31% | $40.34K | 0.00% | May 31, 2026 |
| Fidelity Series Total Market Index Fund | 76,384 | 1.75% | $30.65K | 0.00% | May 31, 2026 |
| Ultra-Small Company Market Fund | 75,000 | 1.72% | $26.78K | 0.02% | Jun 30, 2026 |
| Fidelity Nasdaq Composite Index Fund | 46,579 | 1.07% | $18.69K | 0.00% | May 31, 2026 |
| Knights of Columbus U.S. ALL CAP INDEX FUND | 13 | 0.00% | $104 | 0.00% | Jul 31, 2026 |
Officers, directors and major owners
People who filed Forms 3, 4 or 5 in the last two years
| Name | Role | Shares owned | % of shares | Latest filing |
|---|---|---|---|---|
| Robert DeMartini | Chief Executive Officer, Director | 1,000,120 | 22.94% | Apr 2, 2026 |
| Robert Gerard Lucian | Chief Financial Officer | 60,000 | 1.38% | May 6, 2026 |
| Todd E. Vogensen | Chief Financial Officer | 102,511 | 2.35% | Apr 2, 2026 |
| George Turner Ulrich | Principal Accounting Officer | 41,007 | 0.94% | Apr 2, 2026 |
| Jeffrey Layne Hutchings | Chief Innovation Officer | 96,947 | 2.22% | Apr 2, 2026 |
| Eric Scott Haynor | Chief Operating Officer | 260,805 | 5.98% | Apr 2, 2026 |
| Jeffery Scott Kerby | Chief of Owned Retail | 80,563 | 1.85% | Apr 2, 2026 |
| Jack Roddy | Chief People Officer | 85,833 | 1.97% | Apr 2, 2025 |
| Tricia McDermott | Chief Legal Officer | 36,008 | 0.83% | Mar 18, 2025 |
| McNeil S. Fiske Jr | Director | – | – | Jun 17, 2025 |
| Coliseum Capital Management, LLC | Director, 10% owner | 69,633,450 | 1597.23% | May 6, 2025 |
| Coliseum Capital Co-Invest III, L.P. | Director, 10% owner | 15,264,169 | 350.13% | May 6, 2025 |
| Coliseum Capital, LLC | Director, 10% owner | 85,991,906 | 1972.46% | May 6, 2025 |
| Adam Gray | Director, 10% owner | 87,709,421 | 2011.85% | May 6, 2025 |
| Christopher S. Shackelton | Director, 10% owner | 25,895,687 | 593.99% | May 6, 2025 |
| Coliseum Capital Partners, L.P. | Director, 10% owner | 46,472,533 | 1065.97% | May 6, 2025 |
| Douglas Scott Peterson | Director | 6,467,918 | 148.36% | Feb 3, 2025 |
Insider trades
Common stock transactions reported on Form 4, newest first
| Insider | Date | Transaction | Shares | Price | Value | Shares after |
|---|---|---|---|---|---|---|
| Robert Gerard Lucian Chief Financial Officer | May 4, 2026 | Buy | +60,000 | $0.49 | $29.40K | 60,000 |
| Eric Scott Haynor Chief Operating Officer | Mar 31, 2026 | Option exercise | +21,101 | – | – | 260,805 |
| George Turner Ulrich Principal Accounting Officer | Mar 31, 2026 | Option exercise | +6,576 | – | – | 41,007 |
| Robert DeMartini Chief Executive Officer, Director | Mar 31, 2026 | Option exercise | +80,386 | – | – | 1,000,120 |
| Robert DeMartini Chief Executive Officer, Director | Mar 31, 2026 | Tax withholding | −23,192 | $0.66 | $15.31K | 976,928 |
| Jeffery Scott Kerby Chief of Owned Retail | Mar 31, 2026 | Option exercise | +13,585 | – | – | 80,563 |
| Jeffery Scott Kerby Chief of Owned Retail | Mar 31, 2026 | Tax withholding | −3,920 | $0.66 | $2.59K | 76,643 |
| Todd E. Vogensen Chief Financial Officer | Mar 31, 2026 | Option exercise | +24,116 | – | – | 102,511 |
| Todd E. Vogensen Chief Financial Officer | Mar 31, 2026 | Tax withholding | −7,079 | $0.66 | $4.67K | 95,432 |
| Jeffrey Layne Hutchings Chief Innovation Officer | Mar 31, 2026 | Option exercise | +16,881 | – | – | 96,947 |
| George Turner Ulrich Principal Accounting Officer | Mar 15, 2026 | Option exercise | +6,292 | – | – | 34,431 |
| Robert DeMartini Chief Executive Officer, Director | Mar 15, 2026 | Tax withholding | −16,309 | $0.71 | $11.58K | 919,734 |
| Robert DeMartini Chief Executive Officer, Director | Mar 15, 2026 | Option exercise | +56,529 | – | – | 936,043 |
| Jeffrey Layne Hutchings Chief Innovation Officer | Mar 15, 2026 | Option exercise | +11,235 | – | – | 80,066 |
| Jeffery Scott Kerby Chief of Owned Retail | Mar 15, 2026 | Option exercise | +9,186 | – | – | 69,629 |
| Jeffery Scott Kerby Chief of Owned Retail | Mar 15, 2026 | Tax withholding | −2,651 | $0.71 | $1.88K | 66,978 |
| Eric Scott Haynor Chief Operating Officer | Mar 15, 2026 | Option exercise | +14,097 | – | – | 239,704 |
| Todd E. Vogensen Chief Financial Officer | Mar 14, 2026 | Tax withholding | −12,683 | $0.71 | $9.00K | 78,395 |
| Todd E. Vogensen Chief Financial Officer | Mar 14, 2026 | Option exercise | +43,210 | – | – | 91,078 |
| Eric Scott Haynor Chief Operating Officer | Jun 6, 2025 | Option exercise | +12,572 | – | – | 225,607 |
| Jeffrey Layne Hutchings Chief Innovation Officer | May 12, 2025 | Option exercise | +9,827 | – | – | 68,831 |
| Jeffrey Layne Hutchings Chief Innovation Officer | Mar 31, 2025 | Option exercise | +16,881 | – | – | 59,004 |
| Jeffery Scott Kerby Chief of Owned Retail | Mar 31, 2025 | Tax withholding | −4,647 | $0.76 | $3.53K | 60,443 |
| Jeffery Scott Kerby Chief of Owned Retail | Mar 31, 2025 | Option exercise | +13,585 | – | – | 65,090 |
| Jack Roddy Chief People Officer | Mar 31, 2025 | Option exercise | +16,881 | – | – | 85,833 |
| Todd E. Vogensen Chief Financial Officer | Mar 31, 2025 | Option exercise | +24,116 | – | – | 54,838 |
| Todd E. Vogensen Chief Financial Officer | Mar 31, 2025 | Tax withholding | −6,970 | $0.76 | $5.30K | 47,868 |
| Robert DeMartini Chief Executive Officer, Director | Mar 31, 2025 | Option exercise | +80,386 | – | – | 902,746 |
| Robert DeMartini Chief Executive Officer, Director | Mar 31, 2025 | Tax withholding | −23,232 | $0.76 | $17.66K | 879,514 |
| Eric Scott Haynor Chief Operating Officer | Mar 31, 2025 | Option exercise | +21,101 | – | – | 213,035 |
| George Turner Ulrich Principal Accounting Officer | Mar 31, 2025 | Tax withholding | −2,249 | $0.76 | $1.71K | 28,139 |
| George Turner Ulrich Principal Accounting Officer | Mar 31, 2025 | Option exercise | +6,576 | – | – | 30,388 |
| Robert DeMartini Chief Executive Officer, Director | Mar 25, 2025 | Tax withholding | −48,167 | $0.79 | $38.05K | 822,360 |
| Robert DeMartini Chief Executive Officer, Director | Mar 25, 2025 | Option exercise | +166,667 | – | – | 870,527 |
| Jack Roddy Chief People Officer | Mar 15, 2025 | Option exercise | +10,666 | – | – | 57,453 |
| Jack Roddy Chief People Officer | Mar 15, 2025 | Option exercise | +11,499 | – | – | 68,952 |
| George Turner Ulrich Principal Accounting Officer | Mar 15, 2025 | Option exercise | +6,292 | – | – | 25,964 |
| George Turner Ulrich Principal Accounting Officer | Mar 15, 2025 | Option exercise | +4,253 | – | – | 21,127 |
| George Turner Ulrich Principal Accounting Officer | Mar 15, 2025 | Tax withholding | −1,455 | $0.90 | $1.31K | 19,672 |
| George Turner Ulrich Principal Accounting Officer | Mar 15, 2025 | Tax withholding | −2,152 | $0.90 | $1.94K | 23,812 |
| Jeffrey Layne Hutchings Chief Innovation Officer | Mar 15, 2025 | Option exercise | +11,235 | – | – | 42,123 |
| Eric Scott Haynor Chief Operating Officer | Mar 15, 2025 | Option exercise | +14,097 | – | – | 191,934 |
| Jeffery Scott Kerby Chief of Owned Retail | Mar 15, 2025 | Tax withholding | −3,142 | $0.90 | $2.83K | 51,505 |
| Jeffery Scott Kerby Chief of Owned Retail | Mar 15, 2025 | Option exercise | +9,186 | – | – | 54,647 |
| Robert DeMartini Chief Executive Officer, Director | Mar 15, 2025 | Option exercise | +56,528 | – | – | 720,197 |
| Robert DeMartini Chief Executive Officer, Director | Mar 15, 2025 | Tax withholding | −16,337 | $0.90 | $14.70K | 703,860 |
| Tricia McDermott Chief Legal Officer | Mar 14, 2025 | Option exercise | +36,008 | – | – | 36,008 |
| Tricia McDermott Chief Legal Officer | Mar 14, 2025 | Tax withholding | −10,176 | $0.90 | $9.16K | 25,832 |
| Todd E. Vogensen Chief Financial Officer | Mar 14, 2025 | Tax withholding | −12,488 | $0.90 | $11.24K | 30,722 |
| Todd E. Vogensen Chief Financial Officer | Mar 14, 2025 | Option exercise | +43,210 | – | – | 43,210 |
| Douglas Scott Peterson Director | Nov 15, 2024 | Other | +23,028 | – | – | 23,028 |
| Douglas Scott Peterson Director | Nov 15, 2024 | Gift | −23,028 | – | – | 0 |
| Douglas Scott Peterson Director | Nov 15, 2024 | Gift | +23,028 | – | – | 3,233,959 |
| Jack Roddy Chief People Officer | Oct 25, 2024 | Option exercise | +2,177 | – | – | 46,787 |
| Douglas Scott Peterson Director | Oct 9, 2024 | Gift | −31,765 | – | – | 0 |
| Douglas Scott Peterson Director | Oct 9, 2024 | Gift | +31,765 | – | – | 3,210,931 |
| Robert DeMartini Chief Executive Officer, Director | Jun 28, 2024 | Buy | +138,834 | $1.03 | $143.00K | 663,669 |
| Robert DeMartini Chief Executive Officer, Director | Jun 27, 2024 | Buy | +10,105 | $1.01 | $10.21K | 524,835 |
| Robert DeMartini Chief Executive Officer, Director | Jun 26, 2024 | Buy | +51,061 | $0.98 | $50.04K | 514,730 |
| Eric Scott Haynor Chief Operating Officer | Jun 6, 2024 | Option exercise | +12,572 | – | – | 177,837 |
Awards, option exercises, tax withholding and gifts are shown alongside open-market buys and sales. Each name links to the filing on SEC EDGAR.