According to recent filings covering the 90 days ending February 19, 2026, the three most significant insider holders at Purple Innovation are Director Capital Management, Llc Coliseum (46.86Mn shares), Chief Executive Officer Robert Demartini (879.51K shares), Chief Operating Officer Eric Scott Haynor (225.61K shares).
| Holder | Position | Shares | Report Date |
|---|---|---|---|
| Capital Management, Llc Coliseum | 46,855,291 | 22 Jun, 2023 | |
| Robert Demartini | Chief Executive Officer | 879,514 | 02 Apr, 2025 |
| Eric Scott Haynor | Chief Operating Officer | 225,607 | 06 Jun, 2025 |
| Gary T Dicamillo | 158,478 | 30 Aug, 2023 | |
| Casey Kale Mcgarvey | Chief Legal Officer | 108,436 | 06 Jun, 2023 |
| Seth Lane Darling | 97,530 | 22 Jun, 2023 | |
| Jack Roddy | Chief People Officer | 85,833 | 02 Apr, 2025 |
| Gary Alan Kiedaisch | 78,443 | 08 Mar, 2022 | |
| Claudia Hollingsworth | 73,598 | 22 Jun, 2023 | |
| Jeffrey Layne Hutchings | Chief Innovation Officer | 68,831 | 12 May, 2025 |
| Jeffery Scott Kerby | Chief Of Owned Retail | 60,443 | 02 Apr, 2025 |
| R Carter Pate | 48,714 | 22 Jun, 2023 | |
| Todd E. Vogensen | Chief Financial Officer | 47,868 | 02 Apr, 2025 |
| Erika Serow | 31,765 | 22 Jun, 2023 | |
| Douglas Scott Peterson | 31,765 | 06 Mar, 2024 | |
| George Turner Ulrich | Principal Accounting Officer | 28,139 | 02 Apr, 2025 |
| Tricia Mcdermott | Chief Legal Officer | 25,832 | 18 Mar, 2025 |
| Keira Krausz | Chief Marketing Officer | 6,829 | 19 Mar, 2024 |
| John A. Legg | Chief Operating Officer | 3,645 | 17 Mar, 2022 |
| Patrice Ann Varni | Chief Marketing Officer | 3,123 | 03 Oct, 2022 |
| Verdi Ray Iii White | Chief Retail Officer | 525 | 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 |
|---|---|---|---|---|---|---|---|---|
| 06 Jun, 2025 | Eric Scott Haynor | Class A Common Stock | A | 12,572 | - | 225,607 | D | M |
| 12 May, 2025 | Jeffrey Layne Hutchings | Class A Common Stock | A | 9,827 | - | 68,831 | D | M |
| 31 Mar, 2025 | Todd E. Vogensen | Class A Common Stock | D | 6,970 | $0.76 | 47,868 | D | F |
| 31 Mar, 2025 | Todd E. Vogensen | Class A Common Stock | A | 24,116 | - | 54,838 | D | M |
| 31 Mar, 2025 | Jack Roddy | Class A Common Stock | A | 16,881 | - | 85,833 | D | M |
| 31 Mar, 2025 | George Turner Ulrich | - | - | 28,139 | D | |||
| 31 Mar, 2025 | George Turner Ulrich | Class A Common Stock | D | 2,249 | $0.76 | 28,139 | D | F |
| 31 Mar, 2025 | George Turner Ulrich | Class A Common Stock | A | 6,576 | - | 30,388 | D | M |
| 31 Mar, 2025 | Robert Demartini | Class A Common Stock | D | 23,232 | $0.76 | 879,514 | D | F |
| 31 Mar, 2025 | Robert Demartini | Class A Common Stock | A | 80,386 | - | 902,746 | D | M |
| 31 Mar, 2025 | Jeffrey Layne Hutchings | Class A Common Stock | A | 16,881 | - | 59,004 | D | M |
| 31 Mar, 2025 | Eric Scott Haynor | Class A Common Stock | A | 21,101 | - | 213,035 | D | M |
| 31 Mar, 2025 | Jeffery Scott Kerby | Class A Common Stock | D | 4,647 | $0.76 | 60,443 | D | F |
| 31 Mar, 2025 | Jeffery Scott Kerby | Class A Common Stock | A | 13,585 | - | 65,090 | D | M |
| 25 Mar, 2025 | Robert Demartini | Class A Common Stock | A | 166,667 | - | 870,527 | D | M |
| 25 Mar, 2025 | Robert Demartini | Class A Common Stock | D | 48,167 | $0.79 | 822,360 | D | F |
| 15 Mar, 2025 | Jack Roddy | Class A Common Stock | A | 10,666 | - | 57,453 | D | M |
| 15 Mar, 2025 | Jack Roddy | Class A Common Stock | A | 11,499 | - | 68,952 | D | M |
| 15 Mar, 2025 | George Turner Ulrich | Class A Common Stock | A | 4,253 | - | 21,127 | D | M |
| 15 Mar, 2025 | George Turner Ulrich | Class A Common Stock | A | 6,292 | - | 25,964 | D | M |