Purple Innovation's three largest insider shareholders as of September 29, 2026 are Capital Management, Llc Coliseum (Director, 1.87Mn shares), Capital Management, Llc Coliseum (Director, 1.87Mn shares), Capital Management, Llc Coliseum (Director, 1.63Mn 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 | 96.0% | 22 Jun, 2023 |
| 2 | Douglas Scott Peterson | Director | 0 | 127,167 | 127,167 | 2.3% | 06 Mar, 2024 |
| 3 | Robert Demartini | Chief Executive Officer | 39,077 | 0 | 39,077 | 0.7% | 02 Apr, 2026 |
| 4 | Eric Scott Haynor | Chief Operating Officer | 10,432 | 0 | 10,432 | 0.2% | 02 Apr, 2026 |
| 5 | Gary T Dicamillo | Director | 6,339 | 0 | 6,339 | 0.1% | 30 Aug, 2023 |
| 6 | Casey Kale Mcgarvey | Chief Legal Officer | 4,337 | 0 | 4,337 | 0.1% | 06 Jun, 2023 |
| 7 | Jeffrey Layne Hutchings | Chief Innovation Officer | 3,878 | 0 | 3,878 | 0.1% | 02 Apr, 2026 |
| 8 | Paul J Zepf | Director | 3,836 | 0 | 3,836 | 0.1% | 19 May, 2022 |
| 9 | Todd E. Vogensen | Chief Financial Officer | 3,817 | 0 | 3,817 | 0.1% | 01 Apr, 2026 |
| 10 | Jack Roddy | Chief People Officer | 3,433 | 0 | 3,433 | 0.1% | 02 Apr, 2025 |
| 11 | Gary Alan Kiedaisch | Director | 3,138 | 0 | 3,138 | 0.1% | 08 Mar, 2022 |
| 12 | Jeffery Scott Kerby | Chief Of Owned Retail | 3,066 | 0 | 3,066 | 0.1% | 02 Apr, 2026 |
| 13 | Claudia Hollingsworth | Director | 0 | 2,944 | 2,944 | 0.1% | 22 Jun, 2023 |
| 14 | Robert Gerard Lucian | Chief Financial Officer | 2,400 | 0 | 2,400 | 0.0% | 06 May, 2026 |
| 15 | Seth Lane Darling | Director | 0 | 1,951 | 1,951 | 0.0% | 27 Jun, 2023 |
| 16 | R Carter Pate | Director | 1,949 | 0 | 1,949 | 0.0% | 22 Jun, 2023 |
| 17 | Dawn M. Zier | Director | 1,696 | 0 | 1,696 | 0.0% | 19 May, 2022 |
| 18 | George Turner Ulrich | Principal Accounting Officer | 1,640 | 0 | 1,640 | 0.0% | 02 Apr, 2026 |
| 19 | Erika Serow | Director | 1,271 | 0 | 1,271 | 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 | Keira Krausz | Chief Marketing Officer | 273 | 0 | 273 | 0.0% | 19 Mar, 2024 |
| 23 | John A. Legg | Chief Operating Officer | 146 | 0 | 146 | 0.0% | 17 Mar, 2022 |
| 24 | Patrice Ann Varni | Chief Marketing Officer | 125 | 0 | 125 | 0.0% | 03 Oct, 2022 |
| 25 | Verdi Ray Iii White | Chief Retail Officer | 21 | 0 | 21 | 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 | 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 | — | — | 1,640 | Direct |
| 31 Mar, 2026 | Jeffrey Layne Hutchings | Chief Innovation Officer | Disposed M | 16,881 | $0.00 | $0 | 675 | 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 | Robert Demartini | Chief Executive Officer | Disposed F | 23,192 | $16.53 | $383.36K | 39,077 | 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 | 263 | Direct |
| 31 Mar, 2026 | Jeffery Scott Kerby | Chief Of Owned Retail | Disposed M | 13,585 | $0.00 | $0 | 543 | Direct |
| 31 Mar, 2026 | Robert Demartini | Chief Executive Officer | Disposed M | 80,386 | $0.00 | $0 | 3,215 | Direct |
| 31 Mar, 2026 | Todd E. Vogensen | Chief Financial Officer | Acquired M | 24,116 | — | — | 4,100 | Direct |
| 31 Mar, 2026 | Todd E. Vogensen | Chief Financial Officer | Disposed F | 7,079 | $16.53 | $117.02K | 3,817 | Direct |
| 31 Mar, 2026 | Todd E. Vogensen | Chief Financial Officer | Disposed M | 24,116 | $0.00 | $0 | 965 | Direct |
| 15 Mar, 2026 | George Turner Ulrich | Principal Accounting Officer | Acquired M | 6,292 | — | — | 1,377 | Direct |
| 14 Mar, 2026 | Todd E. Vogensen | Chief Financial Officer | Acquired M | 43,210 | — | — | 3,643 | Direct |
| 15 Mar, 2026 | Robert Demartini | Chief Executive Officer | Acquired M | 56,529 | — | — | 37,442 | Direct |
| 15 Mar, 2026 | Jeffrey Layne Hutchings | Chief Innovation Officer | Acquired M | 11,235 | — | — | 3,203 | Direct |