Purple Innovation's three largest insider shareholders as of April 28, 2026 are Capital Management, Llc Coliseum (Director, 46.86Mn shares), Capital Management, Llc Coliseum (Director, 46.86Mn shares), Capital Management, Llc Coliseum (Director, 46.81Mn shares).
| Holder | Position | Shares (Direct) | Shares (Indirect) | Report Date |
|---|---|---|---|---|
| Capital Management, Llc Coliseum | - | 0 | 46,855,291 | 22 Jun, 2023 |
| Capital Management, Llc Coliseum | - | 0 | 46,855,291 | 22 Jun, 2023 |
| Capital Management, Llc Coliseum | - | 0 | 46,814,450 | 14 Feb, 2023 |
| Capital Management, Llc Coliseum | - | 0 | 46,814,450 | 14 Feb, 2023 |
| Capital Management, Llc Coliseum | - | 0 | 40,854,130 | 26 May, 2022 |
| Capital Management, Llc Coliseum | - | 0 | 40,854,130 | 26 May, 2022 |
| Douglas Scott Peterson | - | 0 | 3,179,165 | 06 Mar, 2024 |
| Robert Demartini | Chief Executive Officer | 976,928 | 0 | 02 Apr, 2026 |
| Eric Scott Haynor | Chief Operating Officer | 260,805 | 0 | 02 Apr, 2026 |
| Gary T Dicamillo | - | 158,478 | 0 | 30 Aug, 2023 |
| Casey Kale Mcgarvey | Chief Legal Officer | 108,436 | 0 | 06 Jun, 2023 |
| Jeffrey Layne Hutchings | Chief Innovation Officer | 96,947 | 0 | 02 Apr, 2026 |
| Paul J Zepf | - | 95,906 | 0 | 19 May, 2022 |
| Todd E. Vogensen | Chief Financial Officer | 95,432 | 0 | 01 Apr, 2026 |
| Gary Alan Kiedaisch | - | 78,443 | 0 | 08 Mar, 2022 |
| Jeffery Scott Kerby | Chief Of Owned Retail | 76,643 | 0 | 02 Apr, 2026 |
| Claudia Hollingsworth | - | 0 | 73,598 | 22 Jun, 2023 |
| Seth Lane Darling | - | 0 | 48,765 | 27 Jun, 2023 |
| Seth Lane Darling | - | 48,765 | 0 | 22 Jun, 2023 |
| R Carter Pate | - | 48,714 | 0 | 22 Jun, 2023 |
| Dawn M. Zier | - | 42,389 | 0 | 19 May, 2022 |
| George Turner Ulrich | Principal Accounting Officer | 41,007 | 0 | 02 Apr, 2026 |
| Douglas Scott Peterson | - | 31,765 | 0 | 22 Jun, 2023 |
| Erika Serow | - | 31,765 | 0 | 22 Jun, 2023 |
| Pano Anthos | - | 29,920 | 0 | 19 May, 2022 |
| Tricia Mcdermott | Chief Legal Officer | 25,832 | 0 | 18 Mar, 2025 |
| Keira Krausz | Chief Marketing Officer | 6,829 | 0 | 19 Mar, 2024 |
| John A. Legg | Chief Operating Officer | 3,645 | 0 | 17 Mar, 2022 |
| Patrice Ann Varni | Chief Marketing Officer | 3,123 | 0 | 03 Oct, 2022 |
| Verdi Ray Iii White | Chief Retail Officer | 525 | 0 | 17 Mar, 2022 |
* Please note that the shares above only reflect shares from the fund portfolio and the institutional portfolio. Shares from the personal portfolio are excluded from this Institutional Ownership Page. See these insiders' latest transactions here on Insider Page.
| Transaction Date | Insider Name | Security Class | Transaction Type | Shares Traded | Price | Shares Remaining | Ownership | Code |
|---|---|---|---|---|---|---|---|---|
| 31 Mar, 2026 | Jeffery Scott Kerby | Class A Common Stock | A | 13,585 | - | 80,563 | D | M |
| 31 Mar, 2026 | George Turner Ulrich | Class A Common Stock | A | 6,576 | - | 41,007 | D | M |
| 31 Mar, 2026 | Jeffrey Layne Hutchings | Class A Common Stock | A | 16,881 | - | 96,947 | D | M |
| 31 Mar, 2026 | Robert Demartini | Class A Common Stock | A | 80,386 | - | 1,000,120 | D | M |
| 31 Mar, 2026 | Eric Scott Haynor | Class A Common Stock | A | 21,101 | - | 260,805 | D | M |
| 31 Mar, 2026 | Eric Scott Haynor | Restricted Stock Units | D | 21,101 | $0.00 | 21,101 | D | M |
| 31 Mar, 2026 | Jeffery Scott Kerby | Class A Common Stock | D | 3,920 | $0.66 | 76,643 | D | F |
| 31 Mar, 2026 | Robert Demartini | Class A Common Stock | D | 23,192 | $0.66 | 976,928 | D | F |
| 31 Mar, 2026 | Jeffrey Layne Hutchings | Restricted Stock Units | D | 16,881 | $0.00 | 16,881 | D | M |
| 31 Mar, 2026 | George Turner Ulrich | Restricted Stock Units | D | 6,576 | $0.00 | 6,576 | D | M |
| 31 Mar, 2026 | Robert Demartini | Restricted Stock Units | D | 80,386 | $0.00 | 80,385 | D | M |
| 31 Mar, 2026 | Jeffery Scott Kerby | Restricted Stock Units | D | 13,585 | $0.00 | 13,585 | D | M |
| 31 Mar, 2026 | Todd E. Vogensen | Class A Common Stock | A | 24,116 | - | 102,511 | D | M |
| 31 Mar, 2026 | Todd E. Vogensen | Class A Common Stock | D | 7,079 | $0.66 | 95,432 | D | F |
| 31 Mar, 2026 | Todd E. Vogensen | Restricted Stock Units | D | 24,116 | $0.00 | 24,115 | D | M |
| 14 Mar, 2026 | Todd E. Vogensen | Class A Common Stock | A | 43,210 | - | 91,078 | D | M |
| 15 Mar, 2026 | George Turner Ulrich | Class A Common Stock | A | 6,292 | - | 34,431 | D | M |
| 15 Mar, 2026 | Robert Demartini | Class A Common Stock | A | 56,529 | - | 936,043 | D | M |
| 15 Mar, 2026 | Eric Scott Haynor | Class A Common Stock | A | 14,097 | - | 239,704 | D | M |
| 15 Mar, 2026 | Jeffrey Layne Hutchings | Class A Common Stock | A | 11,235 | - | 80,066 | D | M |