Purple Innovation, Inc. (PRPL) Insider Ownership

Historic Insider Ownership Trends

Purple Innovation's three largest insider shareholders as of May 23, 2026 are Douglas Scott Peterson (Director, 3.18Mn shares), Robert Demartini (Chief Executive Officer, 976.93K shares), Eric Scott Haynor (Chief Operating Officer, 260.80K shares).

Top Direct Holders

Insider ownership data is derived from the last 60 months of Form 4 SEC filings.
Holder Position Shares (Direct) Shares (Indirect) Report Date
Paul J Zepf - 95,906 0 19 May, 2022
Gary T Dicamillo - 158,478 0 30 Aug, 2023
Claudia Hollingsworth - 0 73,598 22 Jun, 2023
Douglas Scott Peterson - 0 3,179,165 06 Mar, 2024
John A. Legg Chief Operating Officer 3,645 0 17 Mar, 2022
Dawn M. Zier - 42,389 0 19 May, 2022
Keira Krausz Chief Marketing Officer 6,829 0 19 Mar, 2024
Todd E. Vogensen Chief Financial Officer 95,432 0 01 Apr, 2026
R Carter Pate - 48,714 0 22 Jun, 2023
Pano Anthos - 29,920 0 19 May, 2022
Tricia Mcdermott Chief Legal Officer 25,832 0 18 Mar, 2025
Gary Alan Kiedaisch - 78,443 0 08 Mar, 2022
Casey Kale Mcgarvey Chief Legal Officer 108,436 0 06 Jun, 2023
Erika Serow - 31,765 0 22 Jun, 2023
Verdi Ray Iii White Chief Retail Officer 525 0 17 Mar, 2022
Patrice Ann Varni Chief Marketing Officer 3,123 0 03 Oct, 2022
George Turner Ulrich Principal Accounting Officer 41,007 0 02 Apr, 2026
Robert Demartini Chief Executive Officer 976,928 0 02 Apr, 2026
Jeffrey Layne Hutchings Chief Innovation Officer 96,947 0 02 Apr, 2026
Eric Scott Haynor Chief Operating Officer 260,805 0 02 Apr, 2026
Jeffery Scott Kerby Chief Of Owned Retail 76,643 0 02 Apr, 2026
Seth Lane Darling - 48,765 0 22 Jun, 2023

* 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.

Recent Insider Transactions

Detailed insider trading activity based on Form 4 SEC filings.
Download Data
Transaction Date Insider Name Security Class Transaction Type Shares Traded Price Shares Remaining Ownership Code
31 Mar, 2026 George Turner Ulrich Class A Common Stock A 6,576 - 41,007 D M
31 Mar, 2026 George Turner Ulrich Class A Common Stock A 6,576 - 41,007 D M
31 Mar, 2026 Robert Demartini Class A Common Stock A 80,386 - 1,000,120 D M
31 Mar, 2026 Jeffrey Layne Hutchings Class A Common Stock A 16,881 - 96,947 D M
31 Mar, 2026 Eric Scott Haynor Class A Common Stock A 21,101 - 260,805 D M
31 Mar, 2026 Jeffery Scott Kerby Class A Common Stock A 13,585 - 80,563 D M
31 Mar, 2026 George Turner Ulrich Restricted Stock Units D 6,576 $0.00 6,576 D M
31 Mar, 2026 George Turner Ulrich Restricted Stock Units D 6,576 $0.00 6,576 D M
31 Mar, 2026 Jeffrey Layne Hutchings Restricted Stock Units D 16,881 $0.00 16,881 D M
31 Mar, 2026 Eric Scott Haynor Restricted Stock Units D 21,101 $0.00 21,101 D M
31 Mar, 2026 Robert Demartini Class A Common Stock D 23,192 $0.66 976,928 D F
31 Mar, 2026 Jeffery Scott Kerby Class A Common Stock D 3,920 $0.66 76,643 D F
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 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 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
31 Mar, 2026 Todd E. Vogensen Restricted Stock Units D 24,116 $0.00 24,115 D M