Purple Innovation PRPL Insider Ownership

NASDAQ PRPL

$2.34 -0.13 (-5.44%)

At close: Oct 21, 2026 · 4:00 PM EDT

Insider Holdings by Owner

5.61Mn Shares

Insider Ownership Statistics

as of 30 Sep, 2026

Insider Ownership

84.99%

■0% pp QoQ

Shares Held by Insiders

3.71Mn

filed for Sep 2026

■0.00% QoQ

Shares Outstanding

4.36Mn

4,360,109 shares

Direct Holdings

70.05K

Indirect: 3.64Mn

Net Shares Traded (QoQ)

no net change in Sep 2026

Insiders Holding Shares

with Form 4 holdings on file

Shares Owned by Insiders

Shares held % of outstanding

Latest —

Average ownership —

Peak ownership —

Shares Purchased/Sold by Insiders

Bought Sold

Latest quarter —

Net over range —

Buying quarters —

Insider Ownership Summary

Updated Oct 10, 2026

Over the trailing 12 months, PRPL insiders bought $29,436 worth of shares in open-market trades, with no open-market sales.

Among Purple Innovation's insiders, Robert Gerard Lucian (Chief Financial Officer) was the largest open-market buyer over the past 12 months, purchasing $29,436 of stock, most recently on May 4, 2026.
Business Quant data puts insider holdings in PRPL at 3.71Mn shares across insiders' latest Form 4 filings, or 84.99% of the 4.36Mn shares outstanding; that total is unchanged from 3.71Mn shares (split-adjusted) at the end of Q2 2026 and up 0.31% from 3.69Mn shares (split-adjusted) at the end of Q3 2025.
Direct holdings account for 70.05K shares (1.89%) of PRPL's insider total, and indirect holdings through trusts, partnerships and family members for 3.64Mn shares (98.11%).
Per Business Quant, 11 insiders of PRPL hold shares, counting officers, directors and 10% owners who have filed a Form 4 in the past two years.
PRPL's three largest insider shareholders, per their latest Form 4 filings, are Coliseum Capital Management, LLC (Director and 10% owner, 3.51Mn shares), Douglas Scott Peterson (Director, 128.44K shares) and Robert Demartini (Chief Executive Officer, 39.08K shares).
The holding of Coliseum Capital Management, LLC makes up 94.68% of all shares held by Purple Innovation insiders.
Over the trailing 12 months, 7 insiders reported transactions in PRPL stock across 13 Form 4 filings.
The insider holdings and trades above for Purple Innovation reflect Form 4 filings through May 6, 2026.

Form 4 Holdings

Insiders Holding PRPL

Insiders 25

Shares held 5.61Mn

Of outstanding 128.58%

#	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.

Form 4 Filings

549 Insider Transactions

Source SEC Form 4

Latest quarter Sep 2026

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

Showing 1 to 20 of 549 transactions