Purple Innovation, Inc.
Purple Innovation, Inc. (PRPL) Stock Ownership
Institutional vs insider vs public ownership from 13F and float data — top holders, activity, and insider trades below.
SEC 13F · FMP · PRPL · as of Sep 30, 2025
Ownership Breakdown
87
Institutional Holders
▲ 6 vs Q2
$63.27M
Total Inst. Value
▲ $11.93M vs Q2
108.83M
Shares Outstanding
freeFloat 94.96%
67.73M
13F Shares Held
▼ 2.69M vs Q2
Institutional ownership = 13F shares ÷ total outstanding. Insider % = 100 − free float. Public % = free float − institution %. Data: FMP /symbol-positions-summary + /shares-float + SEC EDGAR.
Top Institutional Holders
PRPL largest shareholders · institutional ownership
Q3 2025 · SEC 13F
Showing top 10 holders
| Holder | Shares | % Owned | Weight | Value | Reported | Change |
|---|---|---|---|---|---|---|
COLISEUM CAPITAL MANAGEMENT, LLC household furniture | 46.86M | 43.29% | 43.29% | $43.77B | Nov 14, 2025 | — held |
WASATCH ADVISORS LP household furniture | 5.12M | 4.73% | 4.73% | $4.78B | Nov 14, 2025 | ▲ 488.8K |
VANGUARD GROUP INC household furniture | 2.59M | 2.40% | 2.40% | $2.42B | Nov 7, 2025 | ▼ 37.7K |
FMR LLC household furniture | 1.54M | 1.42% | 1.42% | $1.44B | Nov 13, 2025 | ▼ 402.8K |
BLACKROCK, INC. household furniture | 1.06M | 98.34% | 98.34% | $994.31M | Nov 12, 2025 | ▼ 720.6K |
MILLENNIUM MANAGEMENT LLC household furniture | 1.02M | 94.12% | 94.12% | $951.67M | Nov 14, 2025 | ▼ 42.9K |
NO STREET GP LP household furniture | 857.8K | 79.25% | 79.25% | $801.33M | Nov 14, 2025 | ▼ 2.74M |
JACOBS LEVY EQUITY MANAGEMENT, INC household furniture | 810.5K | 74.88% | 74.88% | $757.12M | Nov 17, 2025 | NEW |
RENAISSANCE TECHNOLOGIES LLC household furniture | 794.0K | 73.37% | 73.37% | $741.79M | Nov 13, 2025 | NEW |
DYNAMIC ADVISOR SOLUTIONS LLC household furniture | 752.2K | 69.50% | 69.50% | $702.71M | Oct 9, 2025 | ▼ 149.0K |
Data from SEC Form 13F filings. Ownership bar normalised to largest holder. Change flags: isNew / isSoldOut / changeInSharesNumber (FMP extract-analytics/holder).
Institutional Activity
Q3 2025 vs prior quarter
Q3 2025
10
Increased
+1.10M shares8
New Positions
first time holders20
Decreased
−5.34M shares0
Sold Out
fully exitedNet shares change (top 50)
4.24M
+1.10M / −5.34M
Net new holders
-2
8 new / 0 exited
Based on top 50 institutional holders by position size. Fields: isNew, isSoldOut, changeInSharesNumber (FMP extract-analytics/holder, limit=50).
Insider Buying vs Selling
PRPL insider trading · insider activity
Source: SEC Form 4
Insiders have been net buyers of shares recently. Selling may be driven by pre-scheduled Rule 10b5-1 plans rather than negative sentiment.
1
Buy transactions
0
Sell transactions
0.00
Buy/Sell ratio
$0M
Total disposed
Recent Insider Transactions
Showing 10 most recent · Common Stock only
| Name · Role | Date | Type | Shares | Price | Value | After Trans. | Filing |
|---|---|---|---|---|---|---|---|
Lucian Robert Gerard Chief Financial Officer | May 4, 2026 | Purchase | 60,000 | $0.49 | $29.4K | 60.0K | Form 4 ↗ |
KERBY JEFFERY SCOTT Chief of Owned Retail | Mar 31, 2026 | Tax Withhold | 3,920 | $0.66 | $2.6K | 76.6K | Form 4 ↗ |
Vogensen Todd E. Chief Financial Officer | Mar 31, 2026 | Tax Withhold | 7,079 | $0.66 | $4.7K | 95.4K | Form 4 ↗ |
DeMartini Robert Chief Executive Officer | Mar 31, 2026 | Tax Withhold | 23,192 | $0.66 | $15.3K | 976.9K | Form 4 ↗ |
DeMartini Robert Chief Executive Officer | Mar 15, 2026 | Tax Withhold | 16,309 | $0.71 | $11.5K | 919.7K | Form 4 ↗ |
Source: /insider-trading/search (FMP stable). Buy/Sell direction: acquisitionOrDisposition A=Buy, D=Sell. RSU vesting (M-Exempt) excluded from sentiment bar. All data from SEC EDGAR public filings.
About institutional & insider ownership
Purple Innovation, Inc. (PRPL) is primarily owned by institutional investors, who hold approximately 62.2% of total shares outstanding. Company insiders own approximately 5.04%, while retail and public investors account for the remaining 32.72%.
The largest institutional shareholder of Purple Innovation, Inc. is COLISEUM CAPITAL MANAGEMENT, LLC, holding approximately 46.86 million shares — equal to 43.29% of outstanding shares — as of September 30, 2025.
A total of 87 institutional investors currently hold PRPL stock, with a combined institutional value of approximately $63,274,508 as of the most recent 13F filing period.
Frequently asked questions
PRPL ownershipPurple Innovation, Inc. (PRPL) is primarily owned by institutional investors, who hold approximately 62.2% of shares. The largest shareholder is COLISEUM CAPITAL MANAGEMENT, LLC with a 43.29% stake. Company insiders hold 5.04%. Data sourced from SEC Form 13F as of September 30, 2025.