Purple Innovation (PRPL) Stock Overview
Designs, manufactures, and sells sleep and other products in the United States and internationally. More details
| Snowflake Score | |
|---|---|
| Valuation | 3/6 |
| Future Growth | 0/6 |
| Past Performance | 0/6 |
| Financial Health | 2/6 |
| Dividends | 0/6 |
PRPL Community Fair Values
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Analyst Price Targets
Purple Innovation, Inc. Competitors
Price History & Performance
| Historical stock prices | |
|---|---|
| Current Share Price | US$5.58 |
| 52 Week High | US$31.50 |
| 52 Week Low | US$5.67 |
| Beta | 1.47 |
| 1 Month Change | -14.15% |
| 3 Month Change | -44.46% |
| 1 Year Change | -77.90% |
| 3 Year Change | -89.06% |
| 5 Year Change | -99.11% |
| Change since IPO | -97.89% |
Recent News & Updates
Narrative Update • Aug 18
PRPL: Reverse Split And Higher Future P/E Will Reset Risk Reward
Analysts have raised their price target for Purple Innovation from $20.50 to $25.00, citing updated assumptions for revenue growth, profit margins, and future P/E levels in their valuation work. What’s in the News for Purple Innovation Purple Innovation revised full year 2026 earnings guidance and now sets revenue guidance in a range of $420 million to $440 million.Narrative Update • Aug 04
PRPL: Reverse Split And Nasdaq Compliance Will Reset Risk Reward
Analysts have lifted their fair value estimate for Purple Innovation from $0.83 to $20.50, citing updated assumptions around profit margins and a modestly higher future P/E multiple, while keeping revenue growth expectations and the discount rate broadly unchanged. What’s in the News for Purple Innovation On May 5, 2026, Purple Innovation received a Nasdaq notice that its Class A common stock had a bid price below $1.00 for 30 consecutive business days and no longer met the Minimum Bid Price Requirement under Listing Rule 5450(a)(1).
Narrative Update • Jul 20
PRPL: Reverse Split And Margin Stability Will Drive Upside After Downgrade
Analysts have adjusted their fair value estimate for Purple Innovation from $1.00 to $25.00, citing updated assumptions around revenue growth, profit margins, and future P/E expectations reflected in recent research, including the latest downgrade from KeyBanc. What’s in the News for Purple Innovation Nasdaq issued a delisting determination on May 5, 2026, after Purple Innovation’s Class A common stock did not meet the minimum US$1.00 bid price requirement over a 180 day period.Recent updates
Narrative Update • Aug 18
PRPL: Reverse Split And Higher Future P/E Will Reset Risk Reward
Analysts have raised their price target for Purple Innovation from $20.50 to $25.00, citing updated assumptions for revenue growth, profit margins, and future P/E levels in their valuation work. What’s in the News for Purple Innovation Purple Innovation revised full year 2026 earnings guidance and now sets revenue guidance in a range of $420 million to $440 million.Narrative Update • Aug 04
PRPL: Reverse Split And Nasdaq Compliance Will Reset Risk Reward
Analysts have lifted their fair value estimate for Purple Innovation from $0.83 to $20.50, citing updated assumptions around profit margins and a modestly higher future P/E multiple, while keeping revenue growth expectations and the discount rate broadly unchanged. What’s in the News for Purple Innovation On May 5, 2026, Purple Innovation received a Nasdaq notice that its Class A common stock had a bid price below $1.00 for 30 consecutive business days and no longer met the Minimum Bid Price Requirement under Listing Rule 5450(a)(1).Narrative Update • Jul 20
PRPL: Reverse Split And Margin Stability Will Drive Upside After Downgrade
Analysts have adjusted their fair value estimate for Purple Innovation from $1.00 to $25.00, citing updated assumptions around revenue growth, profit margins, and future P/E expectations reflected in recent research, including the latest downgrade from KeyBanc. What’s in the News for Purple Innovation Nasdaq issued a delisting determination on May 5, 2026, after Purple Innovation’s Class A common stock did not meet the minimum US$1.00 bid price requirement over a 180 day period.Narrative Update • Jun 22
PRPL: Future Margin Stability Will Drive Upside From Compressed Earnings Multiple
Analysts have trimmed their price targets on Purple Innovation, with fair value estimates moving from about $5.00 to roughly $1.00 as they factor in slightly higher discount rates, more modest revenue growth and profit margin expectations, and a lower assumed future P/E multiple. Analyst Commentary Recent Street research on Purple Innovation has centered on reassessing fair value and risk, with reports highlighting changes to price targets and ratings as analysts update their models for discounted cash flow, margin outlooks, and assumed P/E multiples.
Narrative Update • Jun 07
PRPL: Going Concern Overhang Will Shape Future Upside Potential
Analysts recently trimmed their price targets on Purple Innovation by about $0.10 to $0.15 per share to reflect updated assumptions on growth, margins and future P/E, which led to a modest reset in the stock's implied upside. Analyst Commentary Recent research updates point to a more cautious stance on Purple Innovation, with several bearish analysts trimming price targets by around $0.10 to $0.15 per share and resetting expectations around growth, margins and future P/E multiples.Narrative Update • May 23
PRPL: Lower Market Expectations Will Reset Risk Reward After Nasdaq Delisting Threat
Narrative Update The analyst price target for Purple Innovation has been reduced from $2.53 to $0.83. Analysts are incorporating more cautious assumptions on fair value, growth, margins, and future P/E, following recent research updates from firms covering the stock.Narrative Update • May 03
PRPL: 2026 Guidance Reset And Going Concern Risk Will Shape Upside
Analysts have trimmed their price targets for Purple Innovation to reflect a lower fair value estimate of $0.65, citing updated assumptions for revenue growth, profit margins, and future P/E multiples after recent target cuts from several firms. Analyst Commentary Recent Street research has leaned cautious on Purple Innovation, with several bearish analysts cutting price targets and, in at least one case, lowering their overall rating on the stock.Narrative Update • Apr 18
PRPL: 2026 Revenue Guidance And Margin Reset Will Shape Bullish Upside
Analysts have trimmed their price targets on Purple Innovation by a modest $0.10 to $0.15, citing updated expectations for revenue growth, profit margins and future P/E assumptions, while keeping the core fair value and discount rate inputs unchanged. Analyst Commentary Bearish analysts trimming price targets by $0.10 to $0.15 are signaling that, while their core valuation framework remains intact, they see less room for upside than before.Narrative Update • Apr 03
PRPL: Cautious Guidance And Lower Margin Outlook Will Shape Bullish 2026 Case
Analysts have trimmed their price targets on Purple Innovation, reducing the implied fair value from $1.00 to $0.85 as they factor in slightly higher discount rates, more cautious revenue growth assumptions, and a lower projected profit margin and future P/E multiple. Analyst Commentary Recent research notes reflect a more cautious stance on Purple Innovation, with multiple bearish analysts trimming their price targets in close succession.Analysis Article • Nov 06
Some Confidence Is Lacking In Purple Innovation, Inc. (NASDAQ:PRPL) As Shares Slide 25%
Purple Innovation, Inc. ( NASDAQ:PRPL ) shareholders won't be pleased to see that the share price has had a very rough...Analysis Article • Aug 30
Purple Innovation, Inc. (NASDAQ:PRPL) Looks Just Right With A 42% Price Jump
Purple Innovation, Inc. ( NASDAQ:PRPL ) shareholders have had their patience rewarded with a 42% share price jump in...Seeking Alpha • Aug 22
Purple Innovation: Between Expansion And Fragile Balance
Summary Purple Innovation's negative multiples and fragile balance sheet signal high risk and no margin of safety for investors. Despite proprietary technology and new partnerships, consistent revenue declines and poor profitability undermine confidence in a sustainable turnaround. With a target price of $0.78, -23.5% below current levels, I recommend selling PRPL due to ongoing financial instability and execution uncertainty. Read the full article on Seeking AlphaAnalysis Article • Jul 16
Shareholders Should Be Pleased With Purple Innovation, Inc.'s (NASDAQ:PRPL) Price
With a median price-to-sales (or "P/S") ratio of close to 0.6x in the Consumer Durables industry in the United States...Analysis Article • Apr 13
Purple Innovation, Inc.'s (NASDAQ:PRPL) 27% Share Price Plunge Could Signal Some Risk
The Purple Innovation, Inc. ( NASDAQ:PRPL ) share price has fared very poorly over the last month, falling by a...
New Narrative • Apr 06
Rejuvenate 20 And Costco Partnership Will Open New Channels
Product innovations and strategic partnerships are expected to drive revenue growth and expand market presence, particularly in new distribution channels.Analysis Article • Feb 23
Is Purple Innovation (NASDAQ:PRPL) Using Debt In A Risky Way?
David Iben put it well when he said, 'Volatility is not a risk we care about. What we care about is avoiding the...Analysis Article • Feb 23
Purple Innovation, Inc.'s (NASDAQ:PRPL) 26% Share Price Plunge Could Signal Some Risk
Purple Innovation, Inc. ( NASDAQ:PRPL ) shareholders won't be pleased to see that the share price has had a very rough...Analysis Article • Jan 01
Purple Innovation, Inc. (NASDAQ:PRPL) Looks Inexpensive But Perhaps Not Attractive Enough
Purple Innovation, Inc.'s ( NASDAQ:PRPL ) price-to-sales (or "P/S") ratio of 0.2x may look like a pretty appealing...Analysis Article • Oct 02
Purple Innovation, Inc.'s (NASDAQ:PRPL) Price Is Right But Growth Is Lacking
When close to half the companies operating in the Consumer Durables industry in the United States have price-to-sales...Seeking Alpha • Sep 24
Purple Innovation: Uncertainty Remains
Summary The company's revenue increased by 2% YoY in the 2nd quarter of 2024. Operating loss narrowed due to lower operating expenses. Despite slight improvement, I would like to maintain the hold recommendation. Read the full article on Seeking AlphaSeeking Alpha • Apr 05
Purple Innovation: Shares Unlikely To Wake Up
Summary Purple Innovation has had a volatile ride, with shares declining from $40 to $2 and negative operating income for the past 3 years. The company's one-time purchase sleep products make it difficult to generate repeat sales and recover from declining revenues. Fierce competition, weak brand reputation, and high cost pressures make Purple Innovation risky. Shares seem like dead money and should be avoided. Read the full article on Seeking AlphaShareholder Returns
| PRPL | US Consumer Durables | US Market | |
|---|---|---|---|
| 7D | -15.5% | -0.3% | -0.8% |
| 1Y | -77.9% | 0.7% | 20.5% |
Return vs Industry: PRPL underperformed the US Consumer Durables industry which returned 0.7% over the past year.
Return vs Market: PRPL underperformed the US Market which returned 20.5% over the past year.
Price Volatility
| PRPL volatility | |
|---|---|
| PRPL Average Weekly Movement | 13.0% |
| Consumer Durables Industry Average Movement | 6.4% |
| Market Average Movement | 7.2% |
| 10% most volatile stocks in US Market | 16.4% |
| 10% least volatile stocks in US Market | 3.1% |
Stable Share Price: PRPL's share price has been volatile over the past 3 months compared to the US market.
Volatility Over Time: PRPL's weekly volatility (13%) has been stable over the past year, but is still higher than 75% of US stocks.
About the Company
| Founded | Employees | CEO | Website |
|---|---|---|---|
| 2010 | 1,100 | Rob DeMartini | www.purple.com |
Purple Innovation, Inc. designs, manufactures, and sells sleep and other products in the United States and internationally. It provides mattresses, pillows, sheets, foundations, waterproof mattress protectors, bases, and seat cushions, as well as blankets and duvets. The company markets and sells its products through its direct-to-consumer e-commerce channels, retail brick-and-mortar wholesale partners, third-party online retailers, and Purple showrooms.
Purple Innovation, Inc. Fundamentals Summary
| PRPL fundamental statistics | |
|---|---|
| Market cap | US$24.72m |
| Earnings (TTM) | -US$48.70m |
| Revenue (TTM) | US$453.45m |
0.1x
P/S Ratio-0.5x
P/E RatioIs PRPL overvalued?
See Fair Value and valuation analysisEarnings & Revenue
| PRPL income statement (TTM) | |
|---|---|
| Revenue | US$453.45m |
| Cost of Revenue | US$268.44m |
| Gross Profit | US$185.02m |
| Other Expenses | US$233.72m |
| Earnings | -US$48.70m |
Last Reported Earnings
Jun 30, 2026
Next Earnings Date
n/a
| Earnings per share (EPS) | -11.19 |
| Gross Margin | 40.80% |
| Net Profit Margin | -10.74% |
| Debt/Equity Ratio | -199.1% |
How did PRPL perform over the long term?
See historical performance and comparisonCompany Analysis and Financial Data Status
| Data | Last Updated (UTC time) |
|---|---|
| Company Analysis | 2026/08/20 21:34 |
| End of Day Share Price | 2026/08/20 00:00 |
| Earnings | 2026/06/30 |
| Annual Earnings | 2025/12/31 |
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 |
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| Analyst Consensus Estimates | +3 years |
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| Market Prices | 30 years |
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| Ownership | 10 years |
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| Management | 10 years |
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| Key Developments | 10 years |
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* 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.
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 Github.
Analyst Sources
Purple Innovation, Inc. is covered by 8 analysts. 3 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. |
| Bradley Thomas | KeyBanc Capital Markets Inc. |