Purple Innovation, Inc.
US ˙ NasdaqGS ˙ US74640Y1064

SecurityPRPL / Purple Innovation, Inc.
InstitutionVanguard Group Inc
Latest Disclosed Ownership2,593,450 shares
Latest Disclosed Value $ 1,792,074
Vanguard Group Inc ownership in PRPL / Purple Innovation, Inc.

On January 29, 2026 - Vanguard Group Inc filed a 13F-HR form disclosing ownership of 2,593,450 shares of Purple Innovation, Inc. (US:PRPL) valued at $1,790,777 USD as of December 31, 2025. The entity filed a previous 13F-HR on November 7, 2025 disclosing 2,593,450 shares of Purple Innovation, Inc.. This represents a change in shares of 0.00% during the quarter. The current value of the position is $1,060,721 USD.

Institutional Ownership: 13F and NPORT Filings

The Security and Class in the table below are shown exactly as filed by the investor. We do our best to track continuity of investments through acquisitions, and this will be reflected in the table as changes in names. In addition to descriptive data, performance of the investment is shown over time. To calculate quarterly performance, we first calculate cost basis of the shares purchased during the quarter, then use that to calculate gross profit. Quarterly return is Gross Profit / Starting Portfolio value.

Note that cost basis is calculated and stored in thousands, so small quarterly changes in shares frequently result in a cost basis of zero.

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Disclosed Equity Positions (from 13F/NPORT Filings)
File
Date		 Effective
Date		Form Security Class ID Avg Price
Paid (Est)		 Reported
Shares		 ΔShares ΔShares
(%)		 Reported
Value
(x1000)		 ΔValue
(%)		 Alloc
(%)		 ΔAlloc ΔAlloc (%) Cost Basis
(x1000)		 Unrealized
Gain/Loss
(x1000)
2026-01-29 2025-12-31 13F PURPLE INNOVATION COM 74640Y106 2,593,450 0 0.00 1,792 -26.01 0.0000
2025-11-07 2025-09-30 13F PURPLE INNOVATION COM 74640Y106 2,593,450 -37,652 -1.43 2,422 26.28 0.0000
2025-08-11 2025-06-30 13F PURPLE INNOVATION COM 74640Y106 2,631,102 -334,382 -11.28 1,918 -14.76 0.0000
2025-05-09 2025-03-31 13F PURPLE INNOVATION COM 74640Y106 2,965,484 -5,537 -0.19 2,251 -2.89 0.0000
2025-02-11 2024-12-31 13F PURPLE INNOVATION COM 74640Y106 2,971,021 3,581 0.12 2,317 -21.03 0.0000
2024-11-13 2024-09-30 13F PURPLE INNOVATION COM 74640Y106 2,967,440 52,652 1.81 2,935 -3.20 0.0001
2024-08-13 2024-06-30 13F PURPLE INNOVATION COM 74640Y106 2,914,788 10,989 0.38 3,031 -40.00 0.0001
2024-05-10 2024-03-31 13F PURPLE INNOVATION COM 74640Y106 2,903,799 20,189 0.70 5,053 70.10 0.0001
2024-03-11 2023-12-31 13F/A-1 PURPLE INNOVATION COM 74640Y106 2,883,610 -264,110 -8.39 2,970 -44.82 0.0001
2024-02-14 2023-12-31 13F PURPLE INNOVATION COM 74640Y106 2,883,610 -264,110 2,970 0.0001
2023-12-18 2023-09-30 13F/A-1 PURPLE INNOVATION COM 74640Y106 3,147,720 -27,663 -0.87 5,383 -39.03 0.0001
2023-11-14 2023-09-30 13F PURPLE INNOVATION COM 74640Y106 3,147,720 -27,663 5,383 0.0000
2023-08-14 2023-06-30 13F PURPLE INNOVATION COM 74640Y106 3,175,383 -33,724 -1.05 8,828 4.19 0.0002
2023-07-14 2023-03-31 13F/A-1 PURPLE INNOVATION COM 74640Y106 3,209,107 578,160 21.98 8,472 -32.77 0.0002
2023-05-15 2023-03-31 13F PURPLE INNOVATION COM 74640Y106 3,209,107 578,160 8,472 0.0000
2023-02-10 2022-12-31 13F PURPLE INNOVATION COM 74640Y106 2,630,947 302,418 12.99 12,602 33.62 0.0003
2022-11-14 2022-09-30 13F PURPLE INNOVATION COM 74640Y106 2,328,529 -319,122 -12.05 9,431 16.40 0.0003
2022-08-12 2022-06-30 13F PURPLE INNOVATION COM 74640Y106 2,647,651 -217,795 -7.60 8,102 -51.67 0.0002
2022-05-13 2022-03-31 13F PURPLE INNOVATION COM 74640Y106 2,865,446 16,290 0.57 16,764 -55.66 0.0004
2022-02-14 2021-12-31 13F PURPLE INNOVATION COM 74640Y106 2,849,156 -25,485 -0.89 37,809 -37.43 0.0009
2021-11-12 2021-09-30 13F PURPLE INNOVATION COM 74640Y106 2,874,641 -27,103 -0.93 60,425 -21.15 0.0015
2021-08-13 2021-06-30 13F PURPLE INNOVATION COM 74640Y106 2,901,744 527,447 22.21 76,634 1.98 0.0019
2021-05-14 2021-03-31 13F PURPLE INNOVATION COM 74640Y106 2,374,297 461,817 24.15 75,147 19.29 0.0020
2021-02-12 2020-12-31 13F PURPLE INNOVATION COM 74640Y106 1,912,480 269,284 16.39 62,997 54.22 0.0018
2020-11-16 2020-09-30 13F PURPLE INNOVATION COM 74640Y106 1,643,196 663,432 67.71 40,850 131.63 0.0014
2020-08-14 2020-06-30 13F PURPLE INNOVATION COM 74640Y106 979,764 394,860 67.51 17,636 430.89 0.0006
2020-05-15 2020-03-31 13F PURPLE INNOVATION COM 74640Y106 584,904 9,461 1.64 3,322 -33.72 0.0001
2020-02-14 2019-12-31 13F PURPLE INNOVATION COM 74640Y106 575,443 523,066 998.66 5,012 1,172.08 0.0002
2019-11-14 2019-09-30 13F PURPLE INNOVATION COM 74640Y106 52,377 -533 -1.01 394 10.36 0.0000
2019-08-14 2019-06-30 13F PURPLE INNOVATION COM 74640Y106 52,910 7,879 17.50 357 70.81 0.0000
2019-05-15 2019-03-31 13F PURPLE INNOVATION COM 74640Y106 45,031 362 0.81 209 -20.83 0.0000
2019-02-14 2018-12-31 13F PURPLE INNOVATION COM 74640Y106 44,669 2,948 7.07 264 9.09 0.0000
2018-12-13 2018-09-30 13F/A-2 PURPLE INNOVATION COM 74640Y106 41,721 22,043 112.02 242 44.91 0.0000
2018-11-23 2018-09-30 13F/A-1 PURPLE INNOVATION COM 74640Y106 41,721 0 242 0.0000
2018-11-14 2018-09-30 13F PURPLE INNOVATION COM 74640Y106 41,721 22,043 242
2018-08-14 2018-06-30 13F PURPLE INNOVATION COM 74640Y106 19,678 19,678 167 0.0000
Legend
Shares
The total number of shares held by the institution at the end of the reporting period (the effective date). This is provided in the filing.
Value
The total value of the shares as of the effective date. This is provided in the filing.
Avg. Share Price
The weighted average share price of the shares held by the institution. We use FIFO accounting to determine this price
Class
This is the security class as indicated by the filer. There are a variety of values for this field. Common values include "EC" = equity common, "EP" - equity preferred
Allocation (%)
The percent of the institution's portfolio that this position represents. This is provided in NPORT filings. For 13F filings, we calculate it.
Change in Allocation
The change in allocation from the prior reporting period. This is calculated as current allocation - prior allocation.
Change in Allocation (%)
The percent change in allocation from the prior reporting period. This is calculated as (current allocation - prior allocation) / prior allocation.
Cost Basis
The total cost of the shares held. This is calculated as reported shares * avg. share price
Unrealized Gain/Loss
This is the market value of the position as of the effective date minus the cost basis.