Purple Innovation, Inc. (PRPL) shareholders
PRPLNasdaqHousehold FurnitureFiscal year ends December 31
$1.65+0.03 (+2.17%)
Close on Nov 12, 2026Market cap $7.17MP/E –Yield –
Ownership
Institutional holdings as of Jun 30, 2026, from 13F filings
Held by institutions
56.9%
2M of 4M shares
Institutional holders
62
4 new, 11 sold out
Net institutional buying
-0M
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 |
|---|---|---|---|---|
| Christopher Shackelton Joint filing with Coliseum Capital Management, LLC (49.90%), Adam Gray (49.90%) and 2 more | 61,131,909 | 49.90% | 13D (active) amendment | May 2, 2025 |
| Somnigroup International Inc. | 8,000,000 | 6.88% | 13G (passive) | 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 | 1,874,212 | 42.99% | $16.73M | – | 1.44% |
| Wasatch Advisors LP | 202,858 | 4.65% | $1.81M | – | 0.01% |
| Vanguard Capital Management LLC | 88,420 | 2.03% | $789.15K | −1,776 | 0.00% |
| BlackRock, Inc. | 41,817 | 0.96% | $373.22K | −2 | 0.00% |
| Dynamic Advisor Solutions LLC | 30,088 | 0.69% | $268.54K | – | 0.01% |
| Millennium Management LLC | 29,116 | 0.67% | $259.86K | −4,835 | 0.00% |
| Geode Capital Management, LLC | 24,715 | 0.57% | $220.64K | −2,328 | 0.00% |
| Jacobs Levy Equity Management, Inc | 24,327 | 0.56% | $217.12K | – | 0.00% |
| Shay Capital LLC | 14,848 | 0.34% | $132.52K | +9,883 | 0.01% |
| Crumly & Associates Inc. | 13,331 | 0.31% | $118.98K | +1,648 | 0.02% |
| Goldman Sachs Group Inc | 12,635 | 0.29% | $112.77K | +6,784 | 0.00% |
| Vanguard Fiduciary Trust Co | 12,341 | 0.28% | $110.14K | – | 0.00% |
| Anson Funds Management LP | 12,000 | 0.28% | $107.10K | −12,000 | 0.01% |
| Charles Schwab Investment Management Inc | 11,290 | 0.26% | $100.76K | −190 | 0.00% |
| Stratos Wealth Partners, LTD. | 10,942 | 0.25% | $97.66K | +16 | 0.00% |
| State Street Corp | 10,394 | 0.24% | $92.76K | – | 0.00% |
| UBS Group AG | 6,247 | 0.14% | $55.75K | +3,947 | 0.00% |
| Tudor Investment Corp Et Al | 6,026 | 0.14% | $53.78K | – | 0.00% |
| Divisadero Street Capital Management, LP | 5,544 | 0.13% | $49.48K | – | 0.00% |
| Northern Trust Corp | 5,484 | 0.13% | $48.95K | +1,595 | 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 | 2M | 56.9% | 4 / 11 | 15 / 11 | 0M | 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)
12 funds held PRPL in Q2 2026, 29% of their shares through ETFs. Each fund counts once per quarter, from its quarter-end report.
| 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.
Short interest
Shares sold short and not yet bought back, as of Oct 30, 2026 (FINRA, reported twice a month)
Short % of shares outstanding
2.87%
0M shares short
Days to cover
6.9
At 0M shares a day
Change since last report
-5.6%
From 0M shares
Short volume, 20 days
50.2%
Of volume reported to FINRA
Shares sold short, last 12 months
Short sale volume counts trades marked short on any given day, including market-maker hedging, so it runs far higher than the share of Purple Innovation's stock actually held short. Settlement fails (shares not delivered on time) peaked at 2,014 shares on Sep 11, 2026 over the last 90 days.
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