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 Mar 31, 2025
Ownership Breakdown
87
Institutional Holders
▼ 1 vs Q4
$57.26M
Total Inst. Value
▼ $2.29M vs Q4
108.83M
Shares Outstanding
freeFloat 94.96%
75.42M
13F Shares Held
▼ 893,475 vs Q4
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
Q1 2025 · SEC 13F
Showing top 10 holders
| Holder | Shares | % Owned | Weight | Value | Reported | Change |
|---|---|---|---|---|---|---|
COLISEUM CAPITAL MANAGEMENT, LLC household furniture | 46.86M | 43.55% | 43.55% | $35.57B | May 15, 2025 | — held |
BLACKROCK, INC. household furniture | 4.15M | 3.86% | 3.86% | $3.15B | May 2, 2025 | ▼ 101.1K |
WASATCH ADVISORS LP household furniture | 3.99M | 3.70% | 3.70% | $3.03B | May 15, 2025 | ▲ 1.19M |
NO STREET GP LP household furniture | 3.88M | 3.61% | 3.61% | $2.94B | May 15, 2025 | ▼ 1.03M |
FMR LLC household furniture | 3.44M | 3.20% | 3.20% | $2.61B | May 12, 2025 | ▼ 203.2K |
VANGUARD GROUP INC household furniture | 2.97M | 2.76% | 2.76% | $2.25B | May 9, 2025 | ▼ 5.5K |
GEODE CAPITAL MANAGEMENT, LLC household furniture | 1.38M | 1.28% | 1.28% | $1.04B | May 13, 2025 | ▲ 28.4K |
STATE STREET CORP household furniture | 1.22M | 1.14% | 1.14% | $927.97M | May 15, 2025 | ▼ 14.8K |
DYNAMIC ADVISOR SOLUTIONS LLC household furniture | 901.2K | 83.76% | 83.76% | $684.17M | Apr 17, 2025 | — held |
INVENOMIC CAPITAL MANAGEMENT LP household furniture | 760.0K | 70.63% | 70.63% | $576.96M | May 15, 2025 | ▼ 35.2K |
Data from SEC Form 13F filings. Ownership bar normalised to largest holder. Change flags: isNew / isSoldOut / changeInSharesNumber (FMP extract-analytics/holder).
Institutional Activity
Q1 2025 vs prior quarter
Q1 2025
9
Increased
+1.46M shares4
New Positions
first time holders26
Decreased
−2.37M shares0
Sold Out
fully exitedNet shares change (top 50)
906.6K
+1.46M / −2.37M
Net new holders
-13
4 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 69.3% of total shares outstanding. Company insiders own approximately 5.04%, while retail and public investors account for the remaining 25.66%.
The largest institutional shareholder of Purple Innovation, Inc. is COLISEUM CAPITAL MANAGEMENT, LLC, holding approximately 46.86 million shares — equal to 43.55% of outstanding shares — as of March 31, 2025.
A total of 87 institutional investors currently hold PRPL stock, with a combined institutional value of approximately $57,256,917 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 69.3% of shares. The largest shareholder is COLISEUM CAPITAL MANAGEMENT, LLC with a 43.55% stake. Company insiders hold 5.04%. Data sourced from SEC Form 13F as of March 31, 2025.