Ranked by reported Q1 2026 13F market value
Share of total reported institutional value in PRPL held by the largest 10 / 25 filers.
| # | Institution | Shares Held | Market Value | QoQ Change | Ownership % | % of Fund |
|---|---|---|---|---|---|---|
| 1 | Coliseum Capital Management, LLC | 46.9M | $31.0M | 0.0% | 43.055% | 2.54% |
| 2 | WASATCH ADVISORS INC | 5.1M | $3.4M | -0.9% | 4.660% | 0.02% |
| 3 | VANGUARD CAPITAL MANAGEMENT LLC | 2.3M | $1.5M | — | 2.072% | 0.00% |
| 4 | BlackRock, Inc. | 1.0M | $691K | -0.4% | 0.961% | 0.00% |
| 5 | MILLENNIUM MANAGEMENT LLC | 849K | $561K | -9.5% | 0.780% | 0.00% |
| 6 | Dynamic Advisor Solutions LLC | 752K | $497K | 0.0% | 0.691% | 0.02% |
| 7 | RENAISSANCE TECHNOLOGIES LLC | 678K | $448K | -11.8% | 0.623% | 0.00% |
| 8 | GEODE CAPITAL MANAGEMENT, LLC | 676K | $447K | +8.2% | 0.621% | 0.00% |
| 9 | JACOBS LEVY EQUITY MANAGEMENT, INC | 608K | $402K | -23.4% | 0.559% | 0.00% |
| 10 | Invenomic Capital Management LP | 500K | $331K | -20.1% | 0.460% | 0.02% |
| 11 | VANGUARD FIDUCIARY TRUST CO | 309K | $204K | — | 0.283% | 0.00% |
| 12 | Anson Funds Management LP | 300K | $198K | 0.0% | 0.276% | 0.03% |
| 13 | Crumly & Associates Inc. | 292K | $193K | +6.0% | 0.268% | 0.04% |
| 14 | CHARLES SCHWAB INVESTMENT MANAGEMENT INC | 287K | $190K | +1.1% | 0.264% | 0.00% |
| 15 | Stratos Wealth Partners, LTD. | 273K | $181K | 0.0% | 0.251% | 0.00% |
| 16 | STATE STREET CORP | 260K | $172K | 0.0% | 0.239% | 0.00% |
| 17 | TUDOR INVESTMENT CORP ET AL | 151K | $100K | 0.0% | 0.138% | 0.00% |
| 18 | GOLDMAN SACHS GROUP INC | 146K | $97K | +20.0% | 0.134% | 0.00% |
| 19 | Divisadero Street Capital Management, LP | 139K | $92K | 0.0% | 0.127% | 0.00% |
| 20 | MML INVESTORS SERVICES, LLC | 132K | $87K | +8.2% | 0.121% | 0.00% |
| 21 | Shay Capital LLC | 124K | $82K | 0.0% | 0.114% | 0.01% |
| 22 | XTX Topco Ltd | 116K | $77K | +0.8% | 0.107% | 0.00% |
| 23 | Midwest Financial Group LLC | 115K | $76K | 0.0% | 0.106% | 0.03% |
| 24 | Corient Private Wealth LLC | 104K | $68K | 0.0% | 0.095% | 0.00% |
| 25 | B.O.S.S. Retirement Advisors, LLC | 100K | $66K | 0.0% | 0.092% | 0.02% |
denotes a marquee investor (Buffett, Burry, ARK, Tiger Global, Pershing Square, Baupost and other widely-followed managers). “% of Fund” shows how much of that investor’s total 13F portfolio is invested in PRPL — a direct measure of their conviction.
Filings activity in PRPL during Q1 2026, grouped by how each filer changed its position.
8 quarters of 13F filings · Δ columns show change vs prior quarter
| Quarter | Inst. Holders | Δ Holders | Ownership % | Δ Ownership | Total 13F Value | Δ Value |
|---|---|---|---|---|---|---|
| Q1 2026 | 67 | 12% | 91.29% | 6.16 pp | $42M | 6.3% |
| Q4 2025 | 76 | 9.5% | 97.45% | 41.10 pp | $44M | 30% |
| Q3 2025 | 84 | +7.7% | 138.55% | +26.33 pp | $63M | +23% |
| Q2 2025 | 78 | 7.1% | 112.22% | 12.59 pp | $51M | 10% |
| Q1 2025 | 84 | 2.3% | 124.81% | 5.32 pp | $57M | 4.1% |
| Q4 2024 | 86 | +0.0% | 130.13% | 60.94 pp | $59M | 32% |
| Q3 2024 | 86 | 1.1% | 191.07% | +0.50 pp | $87M | +0.3% |
| Q2 2024 | 87 | — | 190.57% | — | $87M | — |
Source: SEC 13F institutional filings. Ownership % requires market cap data and will show once linked. Δ columns compare to the immediately prior filed quarter.
Latest Form 4 transactions by company officers and directors. Insider buys are widely viewed as the highest-conviction signal because executives are risking personal capital.
| Date | Insider | Action | Shares | Price | Value |
|---|---|---|---|---|---|
| May 4, 2026 | Lucian Robert Gerard | Buy | 60K | $0.49 | $29K |
Quick answers to the most common questions about buying PRPL stock.
Based on Q1 2026 13F filings, institutional ownership of Purple Innovation, Inc. stands at 91.3%, held across 67 reporting institutions.
Coliseum Capital Management, LLC is the largest reported institutional holder of PRPL, with approximately 46,855,291 shares worth $0.03B as of Q1 2026.
Yes — 2 widely-followed marquee investors appear among the top 25 institutional holders of PRPL, including MILLENNIUM MANAGEMENT LLC, RENAISSANCE TECHNOLOGIES LLC.
Our composite Smart Money Score for PRPL is 34 out of 100 (Bearish). It combines net institutional buying activity, ownership shift, marquee investor presence, and holder-count growth.
5 institutions opened new positions in PRPL during Q1 2026, while 14 fully exited. 10 added to existing positions and 48 trimmed.
PRPL institutional ownership fell by 6.16 percentage points quarter-over-quarter, with a net change of -9 holders.
The top 10 institutions account for 94.2% of all reported 13F value in PRPL, and the top 25 account for 98.7%.
All data is sourced from SEC Form 13F filings, which institutional investment managers with at least $100M in assets are required to file each quarter. We process every 13F filing from EDGAR and recompute the aggregates after each cycle. Insider transactions are sourced from Form 4 filings.
Purple Innovation, Inc. (PRPL) Institutional Ownership