PRPLPurple Innovation, Inc.

Insider trades (Form 4)

Directors, top managers and anyone owning more than 10% of a company must report every time they buy, sell or receive its shares, within two business days, on a Form 4. Here is what Purple Innovation's insiders did over the last year, and what each kind of trade means.

Bought on the open market$29.4K1 trade by 1 person

Sold on the open market$00 trades by 0 people

Sales that were planned ahead–made under a pre-set trading plan (Rule 10b5-1)

Filings read13every Form 4 in the last year

Buying and selling, month by month

Open-market trades only, by value. Tap a month.

DecJanFebMarAprMayJunJulAugSepOctNov

■ above the line: bought · ■ below: sold

Who traded

Person and role	Bought	Sold	Shares held after
Robert Gerard LucianChief financial officer (Chief Financial Officer)	$29.4K	–	60.0K
George Turner UlrichPrincipal Accounting Officer	–	–	41.0K
Jeffrey Layne HutchingsChief Innovation Officer	–	–	96.9K
Eric Scott HaynorChief operating officer (Chief Operating Officer)	–	–	260.8K
Jeffery Scott KerbyChief of Owned Retail	–	–	80.6K
Todd E. VogensenChief financial officer (Chief Financial Officer)	–	–	102.5K
Robert DeMartiniChief executive (Chief Executive Officer) · Director	–	–	1.0M

Every trade (36)

May 4, 2026Bought shares on the open marketRobert Gerard Lucian · Chief financial officer (Chief Financial Officer)They paid their own money at the market price. People often watch these most closely. Form 4+60,000 sharesat $0.49 = $29.4Kowns 60,000 after
Mar 31, 2026Turned options or share units into sharesGeorge Turner Ulrich · Principal Accounting OfficerSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+6,576 sharesno price (not a sale)owns 41,007 after
Mar 31, 2026Turned options or share units into sharesGeorge Turner Ulrich · Principal Accounting OfficerSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−6,576 unitsno price (not a sale)owns 6,576 after
Mar 31, 2026Turned options or share units into sharesJeffrey Layne Hutchings · Chief Innovation OfficerSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+16,881 sharesno price (not a sale)owns 96,947 after
Mar 31, 2026Turned options or share units into sharesJeffrey Layne Hutchings · Chief Innovation OfficerSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−16,881 unitsno price (not a sale)owns 16,881 after
Mar 31, 2026Turned options or share units into sharesEric Scott Haynor · Chief operating officer (Chief Operating Officer)Swapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+21,101 sharesno price (not a sale)owns 260,804.55 after
Mar 31, 2026Turned options or share units into sharesEric Scott Haynor · Chief operating officer (Chief Operating Officer)Swapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−21,101 unitsno price (not a sale)owns 21,101 after
Mar 31, 2026Turned options or share units into sharesJeffery Scott Kerby · Chief of Owned RetailSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+13,585 sharesno price (not a sale)owns 80,563 after
Mar 31, 2026Shares kept back to pay taxJeffery Scott Kerby · Chief of Owned RetailWhen share pay vests, the company keeps some shares to cover the tax bill. Not a decision to sell. Form 4−3,920 sharesat $0.66 = $2.6Kowns 76,643 after
Mar 31, 2026Turned options or share units into sharesJeffery Scott Kerby · Chief of Owned RetailSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−13,585 unitsno price (not a sale)owns 13,585 after
Mar 31, 2026Turned options or share units into sharesTodd E. Vogensen · Chief financial officer (Chief Financial Officer)Swapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+24,116 sharesno price (not a sale)owns 102,511 after
Mar 31, 2026Shares kept back to pay taxTodd E. Vogensen · Chief financial officer (Chief Financial Officer)When share pay vests, the company keeps some shares to cover the tax bill. Not a decision to sell. Form 4−7,079 sharesat $0.66 = $4.7Kowns 95,432 after
Mar 31, 2026Turned options or share units into sharesTodd E. Vogensen · Chief financial officer (Chief Financial Officer)Swapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−24,116 unitsno price (not a sale)owns 24,115 after
Mar 31, 2026Turned options or share units into sharesRobert DeMartini · Chief executive (Chief Executive Officer) · DirectorSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+80,386 sharesno price (not a sale)owns 1,000,120 after
Mar 31, 2026Shares kept back to pay taxRobert DeMartini · Chief executive (Chief Executive Officer) · DirectorWhen share pay vests, the company keeps some shares to cover the tax bill. Not a decision to sell. Form 4−23,192 sharesat $0.66 = $15.3Kowns 976,928 after
Mar 31, 2026Turned options or share units into sharesRobert DeMartini · Chief executive (Chief Executive Officer) · DirectorSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−80,386 unitsno price (not a sale)owns 80,385 after
Mar 15, 2026Turned options or share units into sharesRobert DeMartini · Chief executive (Chief Executive Officer) · DirectorSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+56,529 sharesno price (not a sale)owns 936,043 after
Mar 15, 2026Shares kept back to pay taxRobert DeMartini · Chief executive (Chief Executive Officer) · DirectorWhen share pay vests, the company keeps some shares to cover the tax bill. Not a decision to sell. Form 4−16,309 sharesat $0.71 = $11.5Kowns 919,734 after
Mar 15, 2026Turned options or share units into sharesRobert DeMartini · Chief executive (Chief Executive Officer) · DirectorSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−56,529 unitsno price (not a sale)
Mar 15, 2026Turned options or share units into sharesRobert DeMartini · Chief executive (Chief Executive Officer) · DirectorSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Performance Stock Units) Form 4−314,943 unitsno price (not a sale)
Mar 15, 2026Turned options or share units into sharesEric Scott Haynor · Chief operating officer (Chief Operating Officer)Swapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+14,097 sharesno price (not a sale)owns 239,703.55 after
Mar 15, 2026Turned options or share units into sharesEric Scott Haynor · Chief operating officer (Chief Operating Officer)Swapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−14,097 unitsno price (not a sale)
Mar 15, 2026Handed shares back to the companyEric Scott Haynor · Chief operating officer (Chief Operating Officer)Shares returned to the company, not sold on the market. (Performance Stock Units) Form 4−78,539 unitsno price (not a sale)
Mar 15, 2026Turned options or share units into sharesJeffery Scott Kerby · Chief of Owned RetailSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+9,186 sharesno price (not a sale)owns 69,629 after
Mar 15, 2026Shares kept back to pay taxJeffery Scott Kerby · Chief of Owned RetailWhen share pay vests, the company keeps some shares to cover the tax bill. Not a decision to sell. Form 4−2,651 sharesat $0.71 = $1.9Kowns 66,978 after
Mar 15, 2026Turned options or share units into sharesJeffery Scott Kerby · Chief of Owned RetailSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−9,186 unitsno price (not a sale)
Mar 15, 2026Handed shares back to the companyJeffery Scott Kerby · Chief of Owned RetailShares returned to the company, not sold on the market. (Performance Stock Units) Form 4−51,178 unitsno price (not a sale)
Mar 15, 2026Turned options or share units into sharesGeorge Turner Ulrich · Principal Accounting OfficerSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+6,292 sharesno price (not a sale)owns 34,431 after
Mar 15, 2026Turned options or share units into sharesGeorge Turner Ulrich · Principal Accounting OfficerSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−6,292 unitsno price (not a sale)
Mar 15, 2026Handed shares back to the companyGeorge Turner Ulrich · Principal Accounting OfficerShares returned to the company, not sold on the market. (Performance Stock Units) Form 4−18,875 unitsno price (not a sale)
Mar 15, 2026Turned options or share units into sharesJeffrey Layne Hutchings · Chief Innovation OfficerSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+11,235 sharesno price (not a sale)owns 80,066 after
Mar 15, 2026Turned options or share units into sharesJeffrey Layne Hutchings · Chief Innovation OfficerSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−11,235 unitsno price (not a sale)
Mar 15, 2026Turned options or share units into sharesJeffrey Layne Hutchings · Chief Innovation OfficerSwapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Performance Stock Units) Form 4−62,595 unitsno price (not a sale)
Mar 14, 2026Turned options or share units into sharesTodd E. Vogensen · Chief financial officer (Chief Financial Officer)Swapping options or units they already had for actual shares. Often followed by a sale or tax withholding. Form 4+43,210 sharesno price (not a sale)owns 91,078 after
Mar 14, 2026Shares kept back to pay taxTodd E. Vogensen · Chief financial officer (Chief Financial Officer)When share pay vests, the company keeps some shares to cover the tax bill. Not a decision to sell. Form 4−12,683 sharesat $0.71 = $9.0Kowns 78,395 after
Mar 14, 2026Turned options or share units into sharesTodd E. Vogensen · Chief financial officer (Chief Financial Officer)Swapping options or units they already had for actual shares. Often followed by a sale or tax withholding. (Restricted Stock Units) Form 4−43,210 unitsno price (not a sale)owns 43,210 after

Read straight from the Form 4 filings Purple Innovation's directors, top managers and large owners sent to the SEC. Insiders sell for many reasons: taxes, diversifying, planned sales. Buying with their own money is rarer. None of this says whether to buy or sell the shares.

Finding insider trades…Reading each Form 4…Adding them up…

Who traded

Person and role	Bought	Sold	Shares held after
Robert Gerard LucianChief financial officer (Chief Financial Officer)	$29.4K	–	60.0K
George Turner UlrichPrincipal Accounting Officer	–	–	41.0K
Jeffrey Layne HutchingsChief Innovation Officer	–	–	96.9K
Eric Scott HaynorChief operating officer (Chief Operating Officer)	–	–	260.8K
Jeffery Scott KerbyChief of Owned Retail	–	–	80.6K
Todd E. VogensenChief financial officer (Chief Financial Officer)	–	–	102.5K
Robert DeMartiniChief executive (Chief Executive Officer) · Director	–	–	1.0M