Purple Innovation Ownership

Who are the major shareholders and have insiders been buying or selling?

Recent Insider Transactions

NasdaqGS:PRPL Recent Insider Transactions by Companies or Individuals
Date	Value	Name	Entity	Role	Shares	Max Price
28 Jun 24	BuyUS$203,656	Robert DeMartini	Individual		200,000	US$1.03
22 Mar 24	BuyUS$6,061	George Ulrich	Individual		4,000	US$1.52

Insider Trading Volume

Insider Buying: Insufficient data to determine if insiders have bought more shares than they have sold in the past 3 months.

Ownership Breakdown

What is the ownership structure of PRPL?
Owner Type	Number of Shares	Ownership Percentage
Individual Insiders	-55,916,704	-52%
Private Companies	110,151	0.102%
Institutions	26,690,114	24.8%
Hedge Funds	53,405,291	49.7%
General Public	83,229,714	77.4%

Dilution of Shares: Shareholders have not been meaningfully diluted in the past year.

Top Shareholders

Top 25 shareholders own 76.06% of the company

Ownership	Name	Shares	Current Value	Change %	Portfolio %
43.6%	Coliseum Capital Management, LLC	46,855,291	US$42.6m	0%	3.36%
6.09%	No Street GP LP	6,550,000	US$5.9m	-15.4%	0.37%
4.89%	FMR LLC	5,262,957	US$4.8m	-11.2%	no data
3.92%	BlackRock, Inc.	4,217,802	US$3.8m	4.95%	no data
2.99%	Douglas Peterson	3,210,930	US$2.9m	14.7%	no data
2.76%	The Vanguard Group, Inc.	2,967,440	US$2.7m	1.81%	no data
2.62%	Stratos Wealth Partners, Ltd	2,821,479	US$2.6m	0%	0.04%
2.6%	Wasatch Advisors LP	2,800,109	US$2.5m	25%	0.01%
1.25%	Geode Capital Management, LLC	1,346,073	US$1.2m	1.21%	no data
1.11%	State Street Global Advisors, Inc.	1,197,208	US$1.1m	0.54%	no data
0.66%	Dynamic Advisor Solutions LLC	706,778	US$641.9k	-2.75%	0.02%
0.45%	Northern Trust Global Investments	478,868	US$434.9k	9.63%	no data
0.44%	BB&T Trust	475,000	US$431.4k	-10.4%	no data
0.43%	Charles Schwab Investment Management, Inc.	458,627	US$416.5k	3.86%	no data
0.31%	Robert DeMartini	330,336	US$300.0k	-50.2%	no data
0.29%	Morgan Stanley, Investment Banking and Brokerage Investments	310,066	US$281.6k	48.6%	no data
0.27%	Bridgeway Capital Management, LLC	295,000	US$267.9k	0%	no data
0.26%	Invesco Capital Management LLC	277,494	US$252.0k	2.41%	no data
0.21%	Teachers Insurance and Annuity Association-College Retirement Equities Fund	224,046	US$203.5k	0%	no data
0.18%	Renaissance Charitable Foundation Inc, Endowment Arm	191,786	US$174.2k	0%	99.11%
0.17%	Eric Haynor	177,837	US$161.5k	0%	no data
0.16%	Dimensional Fund Advisors LP	177,022	US$160.8k	0%	no data
0.15%	Gary DiCamillo	158,478	US$143.9k	0%	no data
0.14%	Tudor Investment Corporation	150,649	US$136.8k	0%	no data
0.13%	Divisadero Street Capital Management, LP	138,605	US$125.9k	0%	0.01%

Company Analysis and Financial Data Status

Data	Last Updated (UTC time)
Company Analysis	2024/12/23 23:28
End of Day Share Price	2024/12/23 00:00
Earnings	2024/09/30
Annual Earnings	2023/12/31

Data Sources

The data used in our company analysis is from S&P Global Market Intelligence LLC. The following data is used in our analysis model to generate this report. Data is normalised which can introduce a delay from the source being available.

Package	Data	Timeframe	Example US Source ^*
Company Financials	10 years	Income statement Cash flow statement Balance sheet	SEC Form 10-K SEC Form 10-Q
Analyst Consensus Estimates	+3 years	Forecast financials Analyst price targets	Analyst Research Reports Blue Matrix
Market Prices	30 years	Stock prices Dividends, Splits and Actions	ICE Market Data SEC Form S-1
Ownership	10 years	Top shareholders Insider trading	SEC Form 4 SEC Form 13D
Management	10 years	Leadership team Board of directors	SEC Form 10-K SEC Form DEF 14A
Key Developments	10 years	Company announcements	SEC Form 8-K

^* example for US securities, for non-US equivalent regulatory forms and sources are used.

Unless specified all financial data is based on a yearly period but updated quarterly. This is known as Trailing Twelve Month (TTM) or Last Twelve Month (LTM) Data. Learn more here.

Analysis Model and Snowflake

Details of the analysis model used to generate this report is available on our Github page, we also have guides on how to use our reports and tutorials on Youtube.

Learn about the world class team who designed and built the Simply Wall St analysis model.

Industry and Sector Metrics

Our industry and section metrics are calculated every 6 hours by Simply Wall St, details of our process are available on .

Analyst Sources

Purple Innovation, Inc. is covered by 9 analysts. 8 of those analysts submitted the estimates of revenue or earnings used as inputs to our report. Analysts submissions are updated throughout the day.

Analyst	Institution
Curtis Nagle	BofA Global Research
Susan Anderson	B. Riley Securities, Inc.
Jeremy Hamblin	Craig-Hallum Capital Group LLC