Ranked by reported Q2 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 | $16.7M | 0.0% | 43.528% | 1.44% |
| 2 | WASATCH ADVISORS LP | 5.1M | $1.8M | 0.0% | 4.711% | 0.01% |
| 3 | VANGUARD CAPITAL MANAGEMENT LLC | 2.2M | $789K | -2.0% | 2.054% | 0.00% |
| 4 | BlackRock, Inc. | 1.0M | $373K | 0.0% | 0.971% | 0.00% |
| 5 | Dynamic Advisor Solutions LLC | 752K | $269K | 0.0% | 0.699% | 0.01% |
| 6 | RAFFA WEALTH MANAGEMENT, LLC | 8 | $264K | — | 0.000% | 0.00% |
| 7 | MILLENNIUM MANAGEMENT LLC | 728K | $260K | -14.2% | 0.676% | 0.00% |
| 8 | GEODE CAPITAL MANAGEMENT, LLC | 618K | $221K | -8.6% | 0.574% | 0.00% |
| 9 | JACOBS LEVY EQUITY MANAGEMENT, INC | 608K | $217K | 0.0% | 0.565% | 0.00% |
| 10 | Shay Capital LLC | 371K | $133K | +199.1% | 0.345% | 0.01% |
| 11 | Crumly & Associates Inc. | 333K | $119K | +14.1% | 0.310% | 0.02% |
| 12 | GOLDMAN SACHS GROUP INC | 316K | $113K | +115.9% | 0.293% | 0.00% |
| 13 | VANGUARD FIDUCIARY TRUST CO | 309K | $110K | 0.0% | 0.287% | 0.00% |
| 14 | Anson Funds Management LP | 300K | $107K | 0.0% | 0.279% | 0.01% |
| 15 | CHARLES SCHWAB INVESTMENT MANAGEMENT INC | 282K | $101K | -1.7% | 0.262% | 0.00% |
| 16 | Stratos Wealth Partners, LTD. | 274K | $98K | +0.1% | 0.254% | 0.00% |
| 17 | STATE STREET CORP | 260K | $93K | 0.0% | 0.241% | 0.00% |
| 18 | UBS Group AG | 156K | $56K | +171.5% | 0.145% | 0.00% |
| 19 | TUDOR INVESTMENT CORP ET AL | 151K | $54K | 0.0% | 0.140% | 0.00% |
| 20 | Divisadero Street Capital Management, LP | 139K | $49K | 0.0% | 0.129% | 0.00% |
| 21 | NORTHERN TRUST CORP | 137K | $49K | +41.0% | 0.127% | 0.00% |
| 22 | MML INVESTORS SERVICES, LLC | 129K | $46K | -2.2% | 0.120% | 0.00% |
| 23 | Qube Research & Technologies Ltd | 118K | $42K | +383.5% | 0.110% | 0.00% |
| 24 | Midwest Financial Group LLC | 115K | $41K | 0.0% | 0.107% | 0.01% |
| 25 | LPL Financial LLC | 100K | $36K | +30.9% | 0.093% | 0.00% |
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 Q2 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 |
|---|---|---|---|---|---|---|
| Q2 2026 | 63 | 10% | 57.66% | 1.41 pp | $22M | 47% |
| Q1 2026 | 70 | 7.9% | 59.07% | 1.01 pp | $42M | 5.7% |
| Q4 2025 | 76 | 9.5% | 60.08% | 2.95 pp | $44M | 30% |
| Q3 2025 | 84 | +7.7% | 63.03% | 2.49 pp | $63M | +23% |
| Q2 2025 | 78 | 7.1% | 65.52% | 4.88 pp | $51M | 10% |
| Q1 2025 | 84 | 2.3% | 70.40% | 0.97 pp | $57M | 4.1% |
| Q4 2024 | 86 | +0.0% | 71.37% | 11.45 pp | $59M | 32% |
| Q3 2024 | 86 | — | 82.82% | — | $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 a key fundamental indicator 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 Q2 2026 13F filings, institutional ownership of Purple Innovation, Inc. stands at 57.7%, held across 63 reporting institutions.
Coliseum Capital Management, LLC is the largest reported institutional holder of PRPL, with approximately 46,855,291 shares worth $0.02B as of Q2 2026.
Yes — 1 widely-followed marquee investor appear among the top 25 institutional holders of PRPL, including MILLENNIUM MANAGEMENT LLC.
Our composite Smart Money Score for PRPL is 28 out of 100 (Bearish). It combines net institutional buying activity, ownership shift, marquee investor presence, and holder-count growth.
4 institutions opened new positions in PRPL during Q2 2026, while 11 fully exited. 5 added to existing positions and 50 trimmed.
PRPL institutional ownership fell by 1.41 percentage points quarter-over-quarter, with a net change of -7 holders.
The top 10 institutions account for 94.1% of all reported 13F value in PRPL, and the top 25 account for 99.0%.
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