Purple Innovation, Inc. (PRPL) Ownership
PRPL ownership summary
as of October 18, 2026- Institutions
- 51.7% of shares outstanding
- Insiders
- 4.93% of shares outstanding
- Shares outstanding
- 4.4M
- Float
- 2.3M shares available to trade
- Short interest
- 6.63% 151K shares short
- Days to cover
- 2.79 short interest up 32.6% vs prior month
- Institutions 51.74%
- Insiders 4.93%
- Other investors 43.33%
PRPL top institutional holders
20 largest| # | Holder | % of shares | Shares | Value | Change | Reported |
|---|---|---|---|---|---|---|
| 1 | Coliseum Capital Management LLC | 42.99% | 46.9M | $112.0M | — | June 30, 2026 |
| 2 | Wasatch Advisors LP | 4.65% | 5.1M | $12.1M | — | June 30, 2026 |
| 3 | Vanguard Capital Management, LLC | 2.03% | 2.2M | $5.3M | −44,393 (−2.0%) | June 30, 2026 |
| 4 | BlackRock Inc | 0.96% | 1.0M | $2.5M | −47 (−0.0%) | June 30, 2026 |
| 5 | Dynamic Advisor Solutions LLC | 0.69% | 752K | $1.8M | — | June 30, 2026 |
| 6 | Millennium Management LLC | 0.67% | 728K | $1.7M | −120,879 (−14.2%) | June 30, 2026 |
| 7 | Geode Capital Management, LLC | 0.57% | 618K | $1.5M | −58,214 (−8.6%) | June 30, 2026 |
| 8 | Jacobs Levy Equity Management, Inc. | 0.56% | 608K | $1.5M | — | June 30, 2026 |
| 9 | Shay Capital LLC | 0.34% | 371K | $887,185 | +247,085 (+199.1%) | June 30, 2026 |
| 10 | Crumly & Associates Inc. | 0.31% | 333K | $796,499 | +41,200 (+14.1%) | June 30, 2026 |
| 11 | The Goldman Sachs Group Inc | 0.29% | 316K | $754,946 | +169,600 (+115.9%) | June 30, 2026 |
| 12 | Vanguard Fiduciary Trust Co | 0.28% | 309K | $737,365 | — | June 30, 2026 |
| 13 | Charles Schwab Investment Management Inc | 0.26% | 282K | $674,558 | −4,770 (−1.7%) | June 30, 2026 |
| 14 | Stratos Wealth Partners, LTD | 0.25% | 274K | $653,811 | +400 (+0.1%) | June 30, 2026 |
| 15 | State Street Corp | 0.24% | 260K | $621,013 | — | June 30, 2026 |
| 16 | UBS Group AG | 0.14% | 156K | $373,239 | +98,656 (+171.5%) | June 30, 2026 |
| 17 | Tudor Investment Corp Et AL | 0.14% | 151K | $360,051 | — | June 30, 2026 |
| 18 | Divisadero Street Capital Management, LP | 0.13% | 139K | $331,266 | — | June 30, 2026 |
| 19 | Northern Trust Corp | 0.13% | 137K | $327,679 | +39,877 (+41.0%) | June 30, 2026 |
| 20 | MML Investors Services Inc | 0.12% | 129K | $308,293 | −2,958 (−2.2%) | June 30, 2026 |
Value at the latest close. Change = shares bought or sold in the latest quarterly filing (13F). In the top 20, 6 holders added 597K shares and 6 cut 231K.
PRPL top mutual fund and ETF holders
12 largest| # | Holder | % of shares | Shares | Value | Change | Reported |
|---|---|---|---|---|---|---|
| 1 | Wasatch Micro Cap | 4.61% | 5.0M | $12.0M | — | June 30, 2026 |
| 2 | Goldman Sachs Absolute Ret Trckr Instl | 0.16% | 173K | $413,929 | +101,961 (+143.1%) | June 30, 2026 |
| 3 | Vanguard MStar Total Stk Mkt Idx Invest | 1.48% | 64K | $153,981 | — | August 31, 2026 |
| 4 | Fidelity Extended Market Index | 0.26% | 11K | $26,911 | −61 (−0.5%) | August 31, 2026 |
| 5 | Fidelity Total Market Index | 0.09% | 4,020 | $9,608 | — | August 31, 2026 |
| 6 | Fidelity Series Total Market Index | 0.07% | 3,055 | $7,301 | — | August 31, 2026 |
| 7 | EA Bridgeway Ultra-Small Company Mkt ETF | 0.07% | 2,954 | $7,060 | — | September 30, 2026 |
| 8 | Fidelity Nasdaq Composite Index | 0.03% | 1,313 | $3,138 | — | August 31, 2026 |
| 9 | Vanguard U.S. Eq Idx £ Acc | 0.03% | 1,202 | $2,873 | +1 (+0.1%) | August 31, 2026 |
| 10 | Guggenheim Active Allocation Fund | <0.01% | 686 | $1,640 | +343 (+100.0%) | May 31, 2026 |
| 11 | G5 Sunset FIM C Priv IE | <0.01% | 147 | $351 | — | August 31, 2026 |
| 12 | Knights of Columbus U.S. All Cap Idx I | <0.01% | 13 | $31 | — | August 31, 2026 |
Funds report holdings monthly or quarterly; dates differ by fund.
PRPL insider transactions
latest 8| Date | Name | Transaction | Price | Shares | Value |
|---|---|---|---|---|---|
| 2024-06-28 | Robert Demartini | Buy | $1.03 | 138,834 | $142,999 |
| 2024-06-26 | Robert Demartini | Buy | $0.98 | 51,061 | $50,040 |
| 2024-03-22 | George Turner Ulrich | Buy | $1.52 | 4,000 | $6,080 |
| 2023-08-28 | Gary T Dicamillo | Buy | $2.22 | 10,000 | $22,200 |
| 2023-06-02 | Casey Kale Mcgarvey | Buy | $2.85 | 22,300 | $63,555 |
| 2023-05-26 | Jeffery Scott Kerby | Buy | $3.45 | 16,350 | $56,408 |
| 2023-05-15 | R Carter Pate | Buy | $2.95 | 16,949 | $50,000 |
| 2023-05-15 | Robert Demartini | Buy | $2.97 | 50,000 | $148,500 |
Reported trades by company officers, directors and other filers (including disclosures by members of Congress where EODHD lists them). "—" where the filing gives no share count.
PRPL shares outstanding
Year-end shares outstanding, adjusted for splits.
Who owns PRPL
Institutional investors own 51.7% of Purple Innovation's shares and insiders 4.93%. The largest holder is Coliseum Capital Management LLC with 42.99% of the shares (46.9M), as of June 30, 2026. Among the top 20 institutions, 6 added shares and 6 reduced their stake in the latest filings. Short interest is 6.63% of the float, or 2.79 days of average trading volume. The share count rose 2,161.0% since 2015.
Related: PRPL analyst forecast, PRPL key metrics. See the PRPL stock overview for the latest quote and news.
PRPL ownership FAQ
Who owns the most Purple Innovation stock?
The largest shareholders of Purple Innovation are Coliseum Capital Management LLC (42.99%), Wasatch Advisors LP (4.65%), Vanguard Capital Management, LLC (2.03%), BlackRock Inc (0.96%), Dynamic Advisor Solutions LLC (0.69%).
What percentage of Purple Innovation is owned by institutions?
Institutions hold 51.7% of Purple Innovation's shares outstanding; insiders hold 4.93%.
Which funds own Purple Innovation?
The largest fund holders of Purple Innovation are Wasatch Micro Cap (4.61%), Goldman Sachs Absolute Ret Trckr Instl (0.16%), Vanguard MStar Total Stk Mkt Idx Invest (1.48%), Fidelity Extended Market Index (0.26%), Fidelity Total Market Index (0.09%).
What is Purple Innovation's short interest?
151K shares of Purple Innovation were sold short, 6.63% of the float; at the average daily volume it would take 2.79 days to cover.
Are insiders buying or selling Purple Innovation?
Of the latest 8 reported insider transactions in Purple Innovation (since May 15, 2023), 8 were purchases and 0 were sales.
How many shares of Purple Innovation are outstanding?
Purple Innovation has 4.4M shares outstanding, of which 2.3M are in the public float.