Purple Innovation's top three insider shareholders as of March 23, 2026 are Robert Demartini (Chief Executive Officer, 879.51K shares), Eric Scott Haynor (Chief Operating Officer, 225.61K shares), Casey Kale Mcgarvey (Chief Legal Officer, 108.44K shares).
| Holder | Position | Shares (Direct) | Shares (Indirect) | Report Date |
|---|---|---|---|---|
| Capital Management, Llc Coliseum | 0 | 46,855,291 | 22 Jun, 2023 | |
| Robert Demartini | Chief Executive Officer | 919,734 | 0 | 17 Mar, 2026 |
| Eric Scott Haynor | Chief Operating Officer | 239,704 | 0 | 17 Mar, 2026 |
| Jack Roddy | Chief People Officer | 85,833 | 0 | 02 Apr, 2025 |
| Jeffrey Layne Hutchings | Chief Innovation Officer | 80,066 | 0 | 17 Mar, 2026 |
| Todd E. Vogensen | Chief Financial Officer | 78,395 | 0 | 17 Mar, 2026 |
| Jeffery Scott Kerby | Chief Of Owned Retail | 66,978 | 0 | 17 Mar, 2026 |
| George Turner Ulrich | Principal Accounting Officer | 34,431 | 0 | 17 Mar, 2026 |
| Erika Serow | 31,765 | 0 | 22 Jun, 2023 | |
| 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 |
|---|---|---|---|---|---|---|---|---|
| 15 Mar, 2026 | Robert Demartini | Class A Common Stock | A | 56,529 | - | 936,043 | D | M |
| 15 Mar, 2026 | Jeffery Scott Kerby | Class A Common Stock | A | 9,186 | - | 69,629 | D | M |
| 14 Mar, 2026 | Todd E. Vogensen | Class A Common Stock | A | 43,210 | - | 91,078 | 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 |
| 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 | D | 16,309 | $0.71 | 919,734 | D | F |
| 15 Mar, 2026 | Jeffrey Layne Hutchings | Restricted Stock Units | D | 11,235 | $0.00 | 0 | D | M |
| 14 Mar, 2026 | Todd E. Vogensen | Class A Common Stock | D | 12,683 | $0.71 | 78,395 | D | F |
| 15 Mar, 2026 | Eric Scott Haynor | Restricted Stock Units | D | 14,097 | $0.00 | 0 | D | M |
| 15 Mar, 2026 | George Turner Ulrich | Restricted Stock Units | D | 6,292 | $0.00 | 0 | D | M |
| 15 Mar, 2026 | Jeffery Scott Kerby | Class A Common Stock | D | 2,651 | $0.71 | 66,978 | D | F |
| 15 Mar, 2026 | Robert Demartini | Restricted Stock Units | D | 56,529 | $0.00 | 0 | D | M |
| 15 Mar, 2026 | Jeffrey Layne Hutchings | Performance Stock Units | D | 62,595 | $0.00 | 0 | D | M |
| 15 Mar, 2026 | George Turner Ulrich | Performance Stock Units | D | 18,875 | $0.00 | 0 | D | D |
| 15 Mar, 2026 | Jeffery Scott Kerby | Restricted Stock Units | D | 9,186 | $0.00 | 0 | D | M |
| 15 Mar, 2026 | Eric Scott Haynor | Performance Stock Units | D | 78,539 | $0.00 | 0 | D | D |
| 14 Mar, 2026 | Todd E. Vogensen | Restricted Stock Units | D | 43,210 | $0.00 | 43,210 | D | M |
| 15 Mar, 2026 | Robert Demartini | Performance Stock Units | D | 314,943 | $0.00 | 0 | D | M |
| 15 Mar, 2026 | Jeffery Scott Kerby | Performance Stock Units | D | 51,178 | $0.00 | 0 | D | D |