As of September 09, 2026, Purple Innovation's top three insider holders are Capital Management, Llc Coliseum (Director, 1.87Mn shares), Capital Management, Llc Coliseum (Director, 1.87Mn shares), Capital Management, Llc Coliseum (Director, 1.87Mn shares).
| # | Insider | Position | Direct | Indirect | Total | Share of Insiders | Last Filed |
|---|---|---|---|---|---|---|---|
| 1 | Capital Management, Llc Coliseum | Director, TenPercentOwner | 0 | 5,380,955 | 5,380,955 | 91.2% | 22 Jun, 2023 |
| 2 | Douglas Scott Peterson | Director | 0 | 127,167 | 127,167 | 2.2% | 06 Mar, 2024 |
| 3 | Paul J Zepf | Director | 95,906 | 0 | 95,906 | 1.6% | 19 May, 2022 |
| 4 | Todd E. Vogensen | Chief Financial Officer | 95,432 | 0 | 95,432 | 1.6% | 01 Apr, 2026 |
| 5 | Dawn M. Zier | Director | 42,389 | 0 | 42,389 | 0.7% | 19 May, 2022 |
| 6 | George Turner Ulrich | Principal Accounting Officer | 41,007 | 0 | 41,007 | 0.7% | 02 Apr, 2026 |
| 7 | Robert Demartini | Chief Executive Officer | 39,077 | 0 | 39,077 | 0.7% | 02 Apr, 2026 |
| 8 | Erika Serow | Director | 31,765 | 0 | 31,765 | 0.5% | 22 Jun, 2023 |
| 9 | Eric Scott Haynor | Chief Operating Officer | 10,432 | 0 | 10,432 | 0.2% | 02 Apr, 2026 |
| 10 | Gary T Dicamillo | Director | 6,339 | 0 | 6,339 | 0.1% | 30 Aug, 2023 |
| 11 | Casey Kale Mcgarvey | Chief Legal Officer | 4,337 | 0 | 4,337 | 0.1% | 06 Jun, 2023 |
| 12 | Jeffrey Layne Hutchings | Chief Innovation Officer | 3,878 | 0 | 3,878 | 0.1% | 02 Apr, 2026 |
| 13 | Gary Alan Kiedaisch | Director | 3,138 | 0 | 3,138 | 0.1% | 08 Mar, 2022 |
| 14 | Patrice Ann Varni | Chief Marketing Officer | 3,123 | 0 | 3,123 | 0.1% | 03 Oct, 2022 |
| 15 | Jeffery Scott Kerby | Chief Of Owned Retail | 3,066 | 0 | 3,066 | 0.1% | 02 Apr, 2026 |
| 16 | Claudia Hollingsworth | Director | 0 | 2,944 | 2,944 | 0.0% | 22 Jun, 2023 |
| 17 | Robert Gerard Lucian | Chief Financial Officer | 2,400 | 0 | 2,400 | 0.0% | 06 May, 2026 |
| 18 | Seth Lane Darling | Director | 0 | 1,951 | 1,951 | 0.0% | 27 Jun, 2023 |
| 19 | R Carter Pate | Director | 1,949 | 0 | 1,949 | 0.0% | 22 Jun, 2023 |
| 20 | Pano Anthos | Director | 1,197 | 0 | 1,197 | 0.0% | 19 May, 2022 |
| 21 | Tricia Mcdermott | Chief Legal Officer | 1,033 | 0 | 1,033 | 0.0% | 18 Mar, 2025 |
| 22 | Verdi Ray Iii White | Chief Retail Officer | 525 | 0 | 525 | 0.0% | 17 Mar, 2022 |
| 23 | Keira Krausz | Chief Marketing Officer | 273 | 0 | 273 | 0.0% | 19 Mar, 2024 |
| 24 | John A. Legg | Chief Operating Officer | 146 | 0 | 146 | 0.0% | 17 Mar, 2022 |
Each row is that insider’s most recently reported position, from Form 4 filings over the last 60 months — which is why this total does not tie to the quarterly series above, where a quarter counts only the insiders who filed in it. Shares held through a fund or institutional portfolio are counted on the institutional ownership page instead.
| Date | Insider | Position | Transaction | Shares | Price | Value | Shares Held After | Ownership |
|---|---|---|---|---|---|---|---|---|
| 04 May, 2026 | Robert Gerard Lucian | Chief Financial Officer | Acquired P | 60,000 | $12.27 | $735.90K | 2,400 | Direct |
| 31 Mar, 2026 | Eric Scott Haynor | Chief Operating Officer | Acquired M | 21,101 | — | — | 10,432 | Direct |
| 31 Mar, 2026 | Jeffrey Layne Hutchings | Chief Innovation Officer | Acquired M | 16,881 | — | — | 3,878 | Direct |
| 31 Mar, 2026 | George Turner Ulrich | Principal Accounting Officer | Acquired M | 6,576 | — | — | 41,007 | Direct |
| 31 Mar, 2026 | George Turner Ulrich | Principal Accounting Officer | Acquired M | 6,576 | — | — | 1,640 | Direct |
| 31 Mar, 2026 | Jeffery Scott Kerby | Chief Of Owned Retail | Acquired M | 13,585 | — | — | 3,223 | Direct |
| 31 Mar, 2026 | Robert Demartini | Chief Executive Officer | Acquired M | 80,386 | — | — | 40,005 | Direct |
| 31 Mar, 2026 | George Turner Ulrich | Principal Accounting Officer | Acquired M | 6,576 | — | — | 41,007 | Direct |
| 31 Mar, 2026 | George Turner Ulrich | Principal Accounting Officer | Acquired M | 6,576 | — | — | 41,007 | Direct |
| 31 Mar, 2026 | Eric Scott Haynor | Chief Operating Officer | Disposed M | 21,101 | $0.00 | $0 | 844 | Direct |
| 31 Mar, 2026 | George Turner Ulrich | Principal Accounting Officer | Disposed M | 6,576 | $0.00 | $0 | 6,576 | Direct |
| 31 Mar, 2026 | George Turner Ulrich | Principal Accounting Officer | Disposed M | 6,576 | $0.00 | $0 | 6,576 | Direct |
| 31 Mar, 2026 | Jeffrey Layne Hutchings | Chief Innovation Officer | Disposed M | 16,881 | $0.00 | $0 | 675 | Direct |
| 31 Mar, 2026 | George Turner Ulrich | Principal Accounting Officer | Disposed M | 6,576 | $0.00 | $0 | 263 | Direct |
| 31 Mar, 2026 | Jeffery Scott Kerby | Chief Of Owned Retail | Disposed F | 3,920 | $16.53 | $64.80K | 3,066 | Direct |
| 31 Mar, 2026 | George Turner Ulrich | Principal Accounting Officer | Disposed M | 6,576 | $0.00 | $0 | 6,576 | Direct |
| 31 Mar, 2026 | Robert Demartini | Chief Executive Officer | Disposed F | 23,192 | $16.53 | $383.36K | 39,077 | Direct |
| 31 Mar, 2026 | Robert Demartini | Chief Executive Officer | Disposed M | 80,386 | $0.00 | $0 | 3,215 | Direct |
| 31 Mar, 2026 | Jeffery Scott Kerby | Chief Of Owned Retail | Disposed M | 13,585 | $0.00 | $0 | 543 | Direct |
| 31 Mar, 2026 | Todd E. Vogensen | Chief Financial Officer | Acquired M | 24,116 | — | — | 102,511 | Direct |