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Purple Innovation, Inc. (PRPL) · Insider trading

What Purple Innovation's directors, officers and largest holders bought and sold themselves, from the Form 4 each of them files with the SEC within two business days of a trade. Open-market purchases and sales first: those are the trades somebody chose to make at the market price.

Bought, 12 months
$29,400
1 insider, 1 trade
Sold, 12 months
$0
0 insiders
Net, 12 months
+$29,400
bought less sold
Latest filing
2026-05-06
filings read to 2026-10-19

Bought and sold at the market, by month

Two years. Purchases above the line, sales below, in dollars.

2025-01 2025-07 2026-01 2026-05: $29,400 bought 2026-07
Bought Sold Largest month: $29,400

Who traded, two years

InsiderBoughtSold TradesLast tradeHolds after
Lucian Robert GerardChief Financial Officer $29,400 – 1 2026-05-04 60,000

Open-market purchases and sales

Newest first. “Plan” marks a trade made under a 10b5-1 plan set up in advance.

DateInsiderTradeShares PriceValueHolds afterFiling
2026-05-04 Lucian Robert GerardChief Financial Officer Buy 60,000 0.49 $29,400 60,000 Form 4

Grants, exercises and other transactions

Pay, tax and paperwork rather than a choice to trade at the market price. Two years.

33 × option exercise17 × shares withheld for tax2 × gift1 × other
Show them
DateInsiderWhatShares PriceHolds afterFiling
2026-03-31 DeMartini RobertDirector, Chief Executive Officer Option exercise M +80,386 – 1,000,120 Form 4
2026-03-31 DeMartini RobertDirector, Chief Executive Officer Shares withheld for tax F −23,192 0.66 976,928 Form 4
2026-03-31 Vogensen Todd E.Chief Financial Officer Option exercise M +24,116 – 102,511 Form 4
2026-03-31 Vogensen Todd E.Chief Financial Officer Shares withheld for tax F −7,079 0.66 95,432 Form 4
2026-03-31 Hutchings Jeffrey LayneChief Innovation Officer Option exercise M +16,881 – 96,947 Form 4
2026-03-31 Haynor Eric ScottChief Operating Officer Option exercise M +21,101 – 260,805 Form 4
2026-03-31 Kerby Jeffery ScottChief of Owned Retail Option exercise M +13,585 – 80,563 Form 4
2026-03-31 Kerby Jeffery ScottChief of Owned Retail Shares withheld for tax F −3,920 0.66 76,643 Form 4
2026-03-31 Ulrich George TurnerPrincipal Accounting Officer Option exercise M +6,576 – 41,007 Form 4
2026-03-15 Hutchings Jeffrey LayneChief Innovation Officer Option exercise M +11,235 – 80,066 Form 4
2026-03-15 Ulrich George TurnerPrincipal Accounting Officer Option exercise M +6,292 – 34,431 Form 4
2026-03-15 Kerby Jeffery ScottChief of Owned Retail Option exercise M +9,186 – 69,629 Form 4
2026-03-15 Kerby Jeffery ScottChief of Owned Retail Shares withheld for tax F −2,651 0.71 66,978 Form 4
2026-03-15 DeMartini RobertDirector, Chief Executive Officer Option exercise M +56,529 – 936,043 Form 4
2026-03-15 DeMartini RobertDirector, Chief Executive Officer Shares withheld for tax F −16,309 0.71 919,734 Form 4
2026-03-15 Haynor Eric ScottChief Operating Officer Option exercise M +14,097 – 239,704 Form 4
2026-03-14 Vogensen Todd E.Chief Financial Officer Option exercise M +43,210 – 91,078 Form 4
2026-03-14 Vogensen Todd E.Chief Financial Officer Shares withheld for tax F −12,683 0.71 78,395 Form 4
2025-06-06 Haynor Eric ScottChief Operating Officer Option exercise M +12,572 – 225,607 Form 4
2025-05-12 Hutchings Jeffrey LayneChief Innovation Officer Option exercise M +9,827 – 68,831 Form 4
2025-03-31 Kerby Jeffery ScottChief of Owned Retail Option exercise M +13,585 – 65,090 Form 4
2025-03-31 Kerby Jeffery ScottChief of Owned Retail Shares withheld for tax F −4,647 0.76 60,443 Form 4
2025-03-31 DeMartini RobertDirector, Chief Executive Officer Option exercise M +80,386 – 902,746 Form 4
2025-03-31 DeMartini RobertDirector, Chief Executive Officer Shares withheld for tax F −23,232 0.76 879,514 Form 4
2025-03-31 Hutchings Jeffrey LayneChief Innovation Officer Option exercise M +16,881 – 59,004 Form 4
2025-03-31 Vogensen Todd E.Chief Financial Officer Option exercise M +24,116 – 54,838 Form 4
2025-03-31 Vogensen Todd E.Chief Financial Officer Shares withheld for tax F −6,970 0.76 47,868 Form 4
2025-03-31 Haynor Eric ScottChief Operating Officer Option exercise M +21,101 – 213,035 Form 4
2025-03-31 Roddy JackChief People Officer Option exercise M +16,881 – 85,833 Form 4
2025-03-31 Ulrich George TurnerPrincipal Accounting Officer Option exercise M +6,576 – 30,388 Form 4
2025-03-31 Ulrich George TurnerPrincipal Accounting Officer Shares withheld for tax F −2,249 0.76 28,139 Form 4
2025-03-25 DeMartini RobertDirector, Chief Executive Officer Option exercise M +166,667 – 870,527 Form 4
2025-03-25 DeMartini RobertDirector, Chief Executive Officer Shares withheld for tax F −48,167 0.79 822,360 Form 4
2025-03-15 Roddy JackChief People Officer Option exercise M +10,666 – 57,453 Form 4
2025-03-15 Roddy JackChief People Officer Option exercise M +11,499 – 68,952 Form 4
2025-03-15 Hutchings Jeffrey LayneChief Innovation Officer Option exercise M +11,235 – 42,123 Form 4
2025-03-15 Haynor Eric ScottChief Operating Officer Option exercise M +14,097 – 191,934 Form 4
2025-03-15 Ulrich George TurnerPrincipal Accounting Officer Option exercise M +4,253 – 21,127 Form 4
2025-03-15 Ulrich George TurnerPrincipal Accounting Officer Shares withheld for tax F −1,455 0.90 19,672 Form 4
2025-03-15 Ulrich George TurnerPrincipal Accounting Officer Option exercise M +6,292 – 25,964 Form 4
2025-03-15 Ulrich George TurnerPrincipal Accounting Officer Shares withheld for tax F −2,152 0.90 23,812 Form 4
2025-03-15 DeMartini RobertDirector, Chief Executive Officer Option exercise M +56,528 – 720,197 Form 4
2025-03-15 DeMartini RobertDirector, Chief Executive Officer Shares withheld for tax F −16,337 0.90 703,860 Form 4
2025-03-15 Kerby Jeffery ScottChief of Owned Retail Option exercise M +9,186 – 54,647 Form 4
2025-03-15 Kerby Jeffery ScottChief of Owned Retail Shares withheld for tax F −3,142 0.90 51,505 Form 4
2025-03-14 Vogensen Todd E.Chief Financial Officer Option exercise M +43,210 – 43,210 Form 4
2025-03-14 Vogensen Todd E.Chief Financial Officer Shares withheld for tax F −12,488 0.90 30,722 Form 4
2025-03-14 McDermott TriciaChief Legal Officer Option exercise M +36,008 – 36,008 Form 4
2025-03-14 McDermott TriciaChief Legal Officer Shares withheld for tax F −10,176 0.90 25,832 Form 4
2024-11-15 Peterson Douglas ScottDirector Other J +23,028 – 23,028 Form 4
2024-11-15 Peterson Douglas ScottDirector Gift G −23,028 – 0 Form 4
2024-11-15 Peterson Douglas ScottDirector Gift G +23,028 – 3,233,959 Form 4
2024-10-25 Roddy JackChief People Officer Option exercise M +2,177 – 46,787 Form 4

How to read it

Buy, sale
Code P and S on the form: shares bought or sold in the market, at the market price. The other codes are mostly pay (a grant, an option exercised) or tax (shares the company withheld), and say little about what the insider thinks of the price.
Plan
A sale or purchase under a Rule 10b5-1 plan, set up in advance and running on its own schedule. Since April 2023 the form has a box for it. Much executive selling is planned and says more about diversifying than about the company.
Holds after
The shares the insider still held after the trade, in the form the trade was in (directly, or indirectly through a trust or a fund).
Value
Shares times the price the form reports, which is often an average over several fills on the day.

Read from the SEC's own quarterly data sets of Forms 3, 4 and 5, and from each day's filings since the last one. A correcting amendment replaces the lines it restates. Every row links to its filing. None of this is advice: insiders sell for many reasons, and buy for fewer.

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