Amendment: SEC Form SC 13G/A filed by Purple Innovation Inc.

11/12/24 10:34:15 AM ET

Home Furnishings

Consumer Discretionary

Get the next $PRPL alert in real time by email

SC 13G/A 1 filing.txt SCHEDULE 13G Amendment No.5 PURPLE INNOVATION INC CLASS A COMMON STOCK Cusip #74640Y106 Check the appropriate box to designate the rule pursuant to which this Schedule is filed: [x] Rule 13d-1(b) [ ] Rule 13d-1(c) [ ] Rule 13d-1(d) Cusip #74640Y106 Item 1: Reporting Person - FMR LLC Item 2: (a) [ ] (b) [ ] Item 4: Delaware Item 5: 5,252,210 Item 6: 0 Item 7: 5,262,957 Item 8: 0 Item 9: 5,262,957 Item 11: 4.895% Item 12: HC Cusip #74640Y106 Item 1: Reporting Person - Abigail P. Johnson Item 2: (a) [ ] (b) [ ] Item 4: United States of America Item 5: 0 Item 6: 0 Item 7: 5,262,957 Item 8: 0 Item 9: 5,262,957 Item 11: 4.895% Item 12: IN Item 1(a). Name of Issuer: PURPLE INNOVATION INC Item 1(b). Address of Issuer's Principal Executive Offices: 4100 N. CHAPEL RIDGE RD, SUITE 200 LEHI, UT 84043 USA Item 2(a). Name of Person Filing: FMR LLC Item 2(b). Address or Principal Business Office or, if None, Residence: 245 Summer Street, Boston, Massachusetts 02210 Item 2(c). Citizenship: Not applicable Item 2(d). Title of Class of Securities: CLASS A COMMON STOCK Item 2(e). CUSIP Number: 74640Y106 Item 3. This statement is filed pursuant to Rule 13d-1(b) or 13d-2(b) or (c) and the person filing, FMR LLC, is a parent holding company in accordance with Section 240.13d-1(b)(1)(ii)(G). (Note: See Exhibit A). Item 4. Ownership (a) Amount Beneficially Owned: 5,262,957 (b) Percent of Class: 4.895% (c) Number of shares as to which such person has: (i) sole power to vote or to direct the vote: Please see the responses to Items 5 and 6 on the cover page (ii) shared power to vote or to direct the vote: 0 (iii) sole power to dispose or to direct the disposition of: 5,262,957 (iv) shared power to dispose or to direct the disposition of: 0 Item 5. Ownership of Five Percent or Less of a Class. If this statement is being filed to report the fact that as of the date hereof, the reporting person has ceased to be the beneficial owner of more than five percent of the class of securities, check the following (X). Item 6. Ownership of More than Five Percent on Behalf of Another Person. One or more other persons are known to have the right to receive or the power to direct the receipt of dividends from, or the proceeds from the sale of, the CLASS A COMMON STOCK of PURPLE INNOVATION INC. No one other person's interest in the CLASS A COMMON STOCK of PURPLE INNOVATION INC is more than five percent of the total outstanding CLASS A COMMON STOCK. Item 7. Identification and Classification of the Subsidiary Which Acquired the Security Being Reported on By the Parent Holding Company. See attached Exhibit A. Item 8. Identification and Classification of Members of the Group. Not applicable. Item 9. Notice of Dissolution of Group. Not applicable. Item 10. Certifications. By signing below I certify that, to the best of my knowledge and belief, the securities referred to above were acquired and are held in the ordinary course of business and were not acquired and are not held for the purpose of or with the effect of changing or influencing the control of the issuer of the securities and were not acquired and are not held in connection with or as a participant in any transaction having that purpose or effect. Signature After reasonable inquiry and to the best of my knowledge and belief, I certify that the information set forth in this statement is true, complete and correct. November 8, 2024 Date /s/ Stephanie J. Brown Signature Stephanie J. Brown Duly authorized under Power of Attorney effective as of January 3, 2023, by and on behalf of FMR LLC and its direct and indirect subsidiaries* * This power of attorney is incorporated herein by reference to Exhibit 24 to the Schedule 13G filed by FMR LLC on January 10, 2023, accession number: 0000315066-23-000003. Exhibit A Pursuant to the instructions in Item 7 of Schedule 13G, the following table lists the identity and Item 3 classification, if applicable, of each relevant entity that beneficially owns shares of the security class being reported on this Schedule 13G. Entity ITEM 3 Classification Fidelity Management & Research Company LLC IA Fidelity Management Trust Company BK Abigail P. Johnson is a Director, the Chairman and the Chief Executive Officer of FMR LLC. Members of the Johnson family, including Abigail P. Johnson, are the predominant owners, directly or through trusts, of Series B voting common shares of FMR LLC, representing 49% of the voting power of FMR LLC. The Johnson family group and all other Series B shareholders have entered into a shareholders' voting agreement under which all Series B voting common shares will be voted in accordance with the majority vote of Series B voting common shares. Accordingly, through their ownership of voting common shares and the execution of the shareholders' voting agreement, members of the Johnson family may be deemed, under the Investment Company Act of 1940, to form a controlling group with respect to FMR LLC. This filing reflects the securities beneficially owned, or that may be deemed to be beneficially owned, by FMR LLC, certain of its subsidiaries and affiliates, and other companies (collectively, the "FMR Reporters"). This filing does not reflect securities, if any, beneficially owned by certain other companies whose beneficial ownership of securities is disaggregated from that of the FMR Reporters in accordance with Securities and Exchange Commission Release No. 34-39538 (January 12, 1998). RULE 13d-1(k)(1) AGREEMENT The undersigned persons, on November 8, 2024, agree and consent to the joint filing on their behalf of this Schedule 13G in connection with their beneficial ownership of the CLASS A COMMON STOCK of PURPLE INNOVATION INC at September 30, 2024. FMR LLC By /s/ Stephanie J. Brown Stephanie J. Brown Duly authorized under Power of Attorney effective as of January 3, 2023, by and on behalf of FMR LLC and its direct and indirect subsidiaries* Abigail P. Johnson By /s/ Stephanie J. Brown Stephanie J. Brown Duly authorized under Power of Attorney effective as of January 26, 2023, by and on behalf of Abigail P. Johnson** * This power of attorney is incorporated herein by reference to Exhibit 24 to the Schedule 13G filed by FMR LLC on January 10, 2023, accession number: 0000315066-23-000003. ** This power of attorney is incorporated herein by reference to Exhibit 24 to the Schedule 13G filed by FMR LLC on January 31, 2023, accession number: 0000315066-23-000038.

Get the next $PRPL alert in real time by email

Recent Analyst Ratings for

$PRPL

Date	Price Target	Rating	Analyst
9/4/2024	$1.75 → $1.10	Outperform → Neutral	Wedbush
3/13/2024	$2.00 → $2.50	Neutral → Buy	ROTH MKM
11/10/2022	$4.00 → $6.00	Hold → Buy	Craig Hallum
3/2/2022	$5.50 → $4.50	Underperform	BofA Securities
3/2/2022	$10.00 → $5.00	Hold	Truist
3/2/2022	$9.00 → $6.00	Neutral	B. Riley Securities
3/2/2022	$10.00 → $6.50	Neutral	UBS
3/2/2022	$10.00 → $6.00	Buy → Neutral	ROTH Capital

More analyst ratings

Amendment: SEC Form SC 13G/A filed by Purple Innovation Inc.

11/12/24 10:34:15 AM ET

$PRPL

Home Furnishings

Consumer Discretionary

Get the next $PRPL alert in real time by email

Recent Analyst Ratings for

$PRPL

Date	Price Target	Rating	Analyst
9/4/2024	$1.75 → $1.10	Outperform → Neutral	Wedbush
3/13/2024	$2.00 → $2.50	Neutral → Buy	ROTH MKM
11/10/2022	$4.00 → $6.00	Hold → Buy	Craig Hallum
3/2/2022	$5.50 → $4.50	Underperform	BofA Securities
3/2/2022	$10.00 → $5.00	Hold	Truist
3/2/2022	$9.00 → $6.00	Neutral	B. Riley Securities
3/2/2022	$10.00 → $6.50	Neutral	UBS
3/2/2022	$10.00 → $6.00	Buy → Neutral	ROTH Capital

More analyst ratings

Amendment: SEC Form SC 13G/A filed by Purple Innovation Inc.

Crush Q1 2026 with the Best AI Superconnector

Recent Analyst Ratings for
$PRPL

Amendment: SEC Form SC 13G/A filed by Purple Innovation Inc.

Crush Q1 2026 with the Best AI Superconnector

Recent Analyst Ratings for
$PRPL

$PRPL
Press Releases

Purple Innovation Reports Fourth Quarter and Full Year 2025 Results

Purple Innovation Extends Maturity of Debt and Reschedules Fourth Quarter and Full Year 2025 Earnings Release and Conference Call

Purple Innovation to Report Fourth Quarter and Full Year 2025 Results on March 25, 2026

$PRPL
Insider Purchases

Chief Executive Officer Demartini Robert bought $203,656 worth of shares (200,000 units at $1.02), increasing direct ownership by 43% to 663,669 units (SEC Form 4)

Ulrich George Turner bought $6,061 worth of shares (4,000 units at $1.52), increasing direct ownership by 31% to 16,874 units (SEC Form 4)

$PRPL
Insider Trading

Chief Operating Officer Haynor Eric Scott converted options into 14,097 shares, increasing direct ownership by 6% to 239,704 units (SEC Form 4)

Chief Executive Officer Demartini Robert covered exercise/tax liability with 16,309 shares and converted options into 56,529 shares, increasing direct ownership by 5% to 919,734 units (SEC Form 4)

Chief of Owned Retail Kerby Jeffery Scott converted options into 9,186 shares and covered exercise/tax liability with 2,651 shares, increasing direct ownership by 11% to 66,978 units (SEC Form 4)

$PRPL
Analyst Ratings

Purple Innovation downgraded by Wedbush with a new price target

Purple Innovation upgraded by ROTH MKM with a new price target

Purple Innovation upgraded by Craig Hallum with a new price target

$PRPL
SEC Filings

SEC Form 10-K filed by Purple Innovation Inc.

Purple Innovation Inc. filed SEC Form 8-K: Entry into a Material Definitive Agreement, Results of Operations and Financial Condition, Creation of a Direct Financial Obligation, Financial Statements and Exhibits

Purple Innovation Inc. filed SEC Form 8-K: Notice of Delisting or Failure to Satisfy a Continued Listing Rule or Standard; Transfer of Listing

$PRPL
Leadership Updates

Casper Sleep Inc. Appoints Joe Megibow as CEO

PURPLE APPOINTS TRICIA MCDERMOTT AS CHIEF LEGAL OFFICER

PURPLE APPOINTS TODD VOGENSEN AS CHIEF FINANCIAL OFFICER

$PRPL
Financials

Purple Innovation Reports Fourth Quarter and Full Year 2025 Results

Purple Innovation Extends Maturity of Debt and Reschedules Fourth Quarter and Full Year 2025 Earnings Release and Conference Call

Purple Innovation to Report Fourth Quarter and Full Year 2025 Results on March 25, 2026

$PRPL
Large Ownership Changes