Purple Innovation, Inc. — Insider Transactions
Form 4 filings by directors, officers, and 10%+ shareholders
SEC rules require corporate insiders — including directors, executive officers, and any shareholder owning more than 10% of a company's shares — to report changes in their ownership within two business days of a transaction. These disclosures are filed as Form 4. Open-market purchases (code P) are generally considered the most meaningful signal, as insiders are spending their own money.
| Insider | Title | Type | Shares | Price | Value | Owns After | Date |
|---|---|---|---|---|---|---|---|
| HAYNOR ERIC SCOTT | Chief Operating Officer | Option Exercise | 12,572 | — | — | 225,607 | Jun 6, 2025 |
| HUTCHINGS JEFFREY LAYNE | Chief Innovation Officer | Option Exercise | 9,827 | — | — | 68,831 | May 12, 2025 |
| Ulrich George Turner | Principal Accounting Officer | Tax Withholding | 2,249 | $0.76 | $1,709 | 28,139 | Mar 31, 2025 |
| Roddy Jack | Chief People Officer | Option Exercise | 16,881 | — | — | 85,833 | Mar 31, 2025 |
| HAYNOR ERIC SCOTT | Chief Operating Officer | Option Exercise | 21,101 | — | — | 213,035 | Mar 31, 2025 |
| HUTCHINGS JEFFREY LAYNE | Chief Innovation Officer | Option Exercise | 16,881 | — | — | 59,004 | Mar 31, 2025 |
| Vogensen Todd E. | Chief Financial Officer | Option Exercise | 24,116 | — | — | 54,838 | Mar 31, 2025 |
| DeMartini Robert | Chief Executive Officer | Option Exercise | 80,386 | — | — | 902,746 | Mar 31, 2025 |
| KERBY JEFFERY SCOTT | Chief of Owned Retail | Tax Withholding | 4,647 | $0.76 | $3,532 | 60,443 | Mar 31, 2025 |
| DeMartini Robert | Chief Executive Officer | Tax Withholding | 48,167 | $0.79 | $38,052 | 822,360 | Mar 25, 2025 |
| KERBY JEFFERY SCOTT | Chief of Owned Retail | Tax Withholding | 3,142 | $0.90 | $2,828 | 51,505 | Mar 15, 2025 |
| DeMartini Robert | Chief Executive Officer | Option Exercise | 56,528 | — | — | 720,197 | Mar 15, 2025 |
| Ulrich George Turner | Principal Accounting Officer | Option Exercise | 6,292 | — | — | 25,964 | Mar 15, 2025 |
| HAYNOR ERIC SCOTT | Chief Operating Officer | Option Exercise | 14,097 | — | — | 191,934 | Mar 15, 2025 |
| HUTCHINGS JEFFREY LAYNE | Chief Innovation Officer | Option Exercise | 11,235 | — | — | 42,123 | Mar 15, 2025 |
| Roddy Jack | Chief People Officer | Option Exercise | 10,666 | — | — | 57,453 | Mar 15, 2025 |
| McDermott Tricia | Chief Legal Officer | Option Exercise | 36,008 | — | — | 36,008 | Mar 14, 2025 |
| Vogensen Todd E. | Chief Financial Officer | Tax Withholding | 12,488 | $0.90 | $11,239 | 30,722 | Mar 14, 2025 |
| Roddy Jack | Chief People Officer | Option Exercise | 2,177 | — | — | 46,787 | Oct 25, 2024 |
| Peterson Douglas Scott | — | Gift | 31,765 | — | — | — | Oct 9, 2024 |
| DeMartini Robert | Chief Executive Officer | Purchase | 10,105 | $1.01 | $10,206 | 524,835 | Jun 26, 2024 |
| HAYNOR ERIC SCOTT | Chief Operating Officer | Option Exercise | 12,572 | — | — | 177,837 | Jun 6, 2024 |
| HUTCHINGS JEFFREY LAYNE | Chief Innovation Officer | Option Exercise | 9,827 | — | — | 30,888 | May 12, 2024 |
| DeMartini Robert | Chief Executive Officer | Option Exercise | 128,333 | — | — | 463,669 | Mar 25, 2024 |
| Ulrich George Turner | Principal Accounting Officer | Purchase | 4,000 | $1.52 | $6,080 | 16,874 | Mar 22, 2024 |
| Ulrich George Turner | Principal Accounting Officer | Option Exercise | 632 | — | — | 6,147 | Mar 15, 2024 |
| Roddy Jack | Chief People Officer | Option Exercise | 10,665 | — | — | 39,684 | Mar 15, 2024 |
| Krausz Keira | Chief Marketing Officer | Tax Withholding | 4,815 | $1.56 | $7,511 | 6,829 | Mar 15, 2024 |
| KERBY JEFFERY SCOTT | Chief of Owned Retail | Tax Withholding | 3,151 | $1.56 | $4,916 | 45,461 | Mar 15, 2024 |
| HAYNOR ERIC SCOTT | Chief Operating Officer | Option Exercise | 14,096 | — | — | 165,265 | Mar 15, 2024 |
| HUTCHINGS JEFFREY LAYNE | Chief Innovation Officer | Option Exercise | 11,235 | — | — | 21,061 | Mar 15, 2024 |
| DeMartini Robert | Chief Executive Officer | Option Exercise | 56,528 | — | — | 297,002 | Mar 15, 2024 |
| Peterson Douglas Scott | — | Other | 431,355 | — | — | 3,179,165 | Mar 4, 2024 |
| Peterson Douglas Scott | — | Other | 149,883 | — | — | 2,747,810 | Nov 22, 2023 |
| Roddy Jack | Chief People Officer | Option Exercise | 2,177 | — | — | 29,019 | Oct 25, 2023 |
| DICAMILLO GARY T | — | Purchase | 10,000 | $2.22 | $22,200 | 158,478 | Aug 28, 2023 |
| DARLING SETH LANE | — | Award / Grant | 31,765 | — | — | 48,765 | Jun 20, 2023 |
| Gray Adam | — | Award / Grant | 40,841 | — | — | 46,855,291 | Jun 20, 2023 |
| Peterson Douglas Scott | — | Award / Grant | 31,765 | — | — | 31,765 | Jun 20, 2023 |
| HOLLINGSWORTH CLAUDIA | — | Award / Grant | 31,765 | — | — | 73,598 | Jun 20, 2023 |
| Pate R Carter | — | Award / Grant | 31,765 | — | — | 48,714 | Jun 20, 2023 |
| DICAMILLO GARY T | — | Award / Grant | 35,395 | — | — | 148,478 | Jun 20, 2023 |
| DARLING SETH LANE | — | Award / Grant | 31,765 | — | — | 48,765 | Jun 20, 2023 |
| Serow Erika | — | Award / Grant | 31,765 | — | — | 31,765 | Jun 20, 2023 |
| HAYNOR ERIC SCOTT | Chief Operating Officer | Option Exercise | 12,571 | — | — | 151,169 | Jun 6, 2023 |
| McGarvey Casey Kale | Chief Legal Officer | Purchase | 22,300 | $2.85 | $63,555 | 108,436 | Jun 2, 2023 |
| KERBY JEFFERY SCOTT | Chief of Owned Retail | Purchase | 16,350 | $3.45 | $56,408 | 39,427 | May 26, 2023 |
| DARLING SETH LANE | — | Purchase | 17,000 | $3.03 | $51,510 | 17,000 | May 16, 2023 |
| DeMartini Robert | CEO | Purchase | 50,000 | $2.97 | $148,500 | 240,474 | May 15, 2023 |
| Pate R Carter | — | Purchase | 16,949 | $2.95 | $50,000 | 16,949 | May 15, 2023 |