PRPL

SEC source: 0001213900-20-015290 · ownership.xml · nonDerivative · entry 2

McGarvey Casey Kale · CIK 0001731810 · Chief Legal Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

F2 · kind: The reported transactions were effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on May 19, 2020.

SEC source: 0001213900-20-015290 · ownership.xml · nonDerivative · entry 1

McGarvey Casey Kale · CIK 0001731810 · Chief Legal Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 300,000

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F2 · kind: The reported transactions were effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on May 19, 2020.

F1 · price: The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date.

SEC source: 0001213900-20-015580 · ownership.xml · derivative · entry 6

Pearce Tony Marion · CIK 0001731174 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 16,750,450

Underlying: Class A Common Stock · 1,618,405 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F3 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F4 · kind: On June 1, 2020, InnoHold converted 1,618,405 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,618,405 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

SEC source: 0001213900-20-015580 · ownership.xml · nonDerivative · entry 4

Pearce Tony Marion · CIK 0001731174 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 0

F5 · price: On June 1, 2020, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 1,618,405 shares of Class A Common Stock for a price per share of $10.50. Such price per share does not reflect underwriter discounts or fees.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

SEC source: 0001213900-20-015580 · ownership.xml · nonDerivative · entry 3

Pearce Tony Marion · CIK 0001731174 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 1,618,405

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F4 · price: On June 1, 2020, InnoHold converted 1,618,405 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,618,405 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

SEC source: 0001213900-20-015578 · ownership.xml · derivative · entry 6

Pearce Terry Vernon · CIK 0001731237 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 16,750,450

Underlying: Class A Common Stock · 1,618,405 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F3 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F4 · kind: On June 1, 2020, InnoHold converted 1,618,405 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,618,405 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Tony M. Pearce or any other individuals.

SEC source: 0001213900-20-015578 · ownership.xml · nonDerivative · entry 4

Pearce Terry Vernon · CIK 0001731237 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 0

F5 · price: On June 1, 2020, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 1,618,405 shares of Class A Common Stock for a price per share of $10.50. Such price per share does not reflect underwriter discounts or fees.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Tony M. Pearce or any other individuals.

SEC source: 0001213900-20-015578 · ownership.xml · nonDerivative · entry 3

Pearce Terry Vernon · CIK 0001731237 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 1,618,405

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F4 · price: On June 1, 2020, InnoHold converted 1,618,405 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,618,405 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Tony M. Pearce or any other individuals.

SEC source: 0001213900-20-015575 · ownership.xml · derivative · entry 6

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 16,750,450

Underlying: Class A Common Stock · 1,618,405 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F3 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F4 · kind: On June 1, 2020, InnoHold, LLC ("InnoHold"), converted 1,618,405 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,618,405 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

SEC source: 0001213900-20-015575 · ownership.xml · nonDerivative · entry 4

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

F5 · price: On June 1, 2020, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 1,618,405 shares of Class A Common Stock for a price per share of $10.50. Such price per share does not reflect underwriter discounts or fees.

SEC source: 0001213900-20-015575 · ownership.xml · nonDerivative · entry 3

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 1,618,405

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F4 · price: On June 1, 2020, InnoHold, LLC ("InnoHold"), converted 1,618,405 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,618,405 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

SEC source: 0000899243-20-013802 · doc4.xml · nonDerivative · entry 2

Coliseum Capital Management, LLC · CIK 0001409751 · Director · 10% owner

Shackelton Christopher S · CIK 0001430708 · Director · 10% owner

Coliseum Capital, LLC · CIK 0001409585 · Director · 10% owner

COLISEUM CAPITAL PARTNERS, L.P. · CIK 0001356974 · Director · 10% owner

Coliseum Co-Invest Debt Fund, L.P. · CIK 0001670736 · Director · 10% owner

Coliseum Capital Co-Invest III, L.P. · CIK 0001807345 · Director · 10% owner

Gray Adam · CIK 0001454123 · Director · 10% owner

Joint disclosure: these amounts are not allocated separately to each reporting owner.

10b5-1 filing: Not disclosed

Ownership: Indirect · See Footnotes

Disclosed balance after: 10,029,975

F2 · kind: Purchase in an underwritten secondary offering.

F3 · shares: 1,734,476 of these shares are directly held by Coliseum Capital Co-Invest III, L.P. ("CCC III"), and have been disclosed on a separate Form 3 filed by CCC III on May 20, 2020.

F4 · ownership.nature: The Common Stock is held directly by (a) CCP, an investment limited partnership of which Coliseum Capital, LLC, a Delaware limited liability company ("CC"), is general partner and for which Coliseum Capital Management, LLC, a Delaware limited liability company ("CCM"), serves as investment adviser, (b) CCC III (and together with CCP, the "Funds"), an investment limited partnership of which CC is general partner and for which CCM serves as investment adviser, and (c) a separate account investment advisory client of CCM (the "Separate Account").

F5 · ownership.nature: Christopher Shackelton ("Shackelton") and Gray are managers of and have an ownership interest in each of CCM and CC. Each of Shackelton, Gray, CCP, Coliseum Co-Invest Debt Fund, L.P. ("COC"), CCC III, the Separate Account, CC and CCM disclaims beneficial ownership of these securities except to the extent of that person's pecuniary interest therein.

F6 · ownership.nature: Following the transactions reported herein, CCP, the Separate Account and CCC III directly owned 6,086,828, 2,208,671 and 1,734,476 shares of Common Stock, respectively.

SEC source: 0001213900-20-015580 · ownership.xml · derivative · entry 5

Pearce Tony Marion · CIK 0001731174 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 18,368,855

Underlying: Class A Common Stock · 10,789,372 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F3 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F1 · kind: On May 19, 2020, InnoHold, LLC ("InnoHold"), converted 10,789,372 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 10,789,372 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

SEC source: 0001213900-20-015580 · ownership.xml · nonDerivative · entry 2

Pearce Tony Marion · CIK 0001731174 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 0

F2 · price: On May 19, 2020, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 10,789,372 shares of Class A Common Stock for a price per share of $10.50. Such price per share does not reflect underwriter discounts or fees.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

SEC source: 0001213900-20-015580 · ownership.xml · nonDerivative · entry 1

Pearce Tony Marion · CIK 0001731174 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 10,789,372

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · price: On May 19, 2020, InnoHold, LLC ("InnoHold"), converted 10,789,372 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 10,789,372 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

SEC source: 0001213900-20-015578 · ownership.xml · derivative · entry 5

Pearce Terry Vernon · CIK 0001731237 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 18,368,855

Underlying: Class A Common Stock · 10,789,372 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F3 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F1 · kind: On May 19, 2020, InnoHold, LLC ("InnoHold"), converted 10,789,372 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 10,789,372 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Tony M. Pearce or any other individuals.

SEC source: 0001213900-20-015578 · ownership.xml · nonDerivative · entry 2

Pearce Terry Vernon · CIK 0001731237 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 0

F2 · price: On May 19, 2020, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 10,789,372 shares of Class A Common Stock for a price per share of $10.50. Such price per share does not reflect underwriter discounts or fees.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Tony M. Pearce or any other individuals.

SEC source: 0001213900-20-015578 · ownership.xml · nonDerivative · entry 1

Pearce Terry Vernon · CIK 0001731237 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 10,789,372

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · price: On May 19, 2020, InnoHold, LLC ("InnoHold"), converted 10,789,372 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 10,789,372 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F6 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Tony M. Pearce or any other individuals.

SEC source: 0001213900-20-015575 · ownership.xml · derivative · entry 5

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 18,368,855

Underlying: Class A Common Stock · 10,789,372 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F3 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F1 · kind: On May 19, 2020, InnoHold, LLC ("InnoHold"), converted 10,789,372 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 10,789,372 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

SEC source: 0001213900-20-015575 · ownership.xml · nonDerivative · entry 2

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

F2 · price: On May 19, 2020, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 10,789,372 shares of Class A Common Stock for a price per share of $10.50. Such price per share does not reflect underwriter discounts or fees.

SEC source: 0001213900-20-015575 · ownership.xml · nonDerivative · entry 1

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 10,789,372

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · price: On May 19, 2020, InnoHold, LLC ("InnoHold"), converted 10,789,372 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 10,789,372 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

SEC source: 0000899243-20-013802 · doc4.xml · nonDerivative · entry 1

Coliseum Capital Management, LLC · CIK 0001409751 · Director · 10% owner

Shackelton Christopher S · CIK 0001430708 · Director · 10% owner

Coliseum Capital, LLC · CIK 0001409585 · Director · 10% owner

COLISEUM CAPITAL PARTNERS, L.P. · CIK 0001356974 · Director · 10% owner

Coliseum Co-Invest Debt Fund, L.P. · CIK 0001670736 · Director · 10% owner

Coliseum Capital Co-Invest III, L.P. · CIK 0001807345 · Director · 10% owner

Gray Adam · CIK 0001454123 · Director · 10% owner

Joint disclosure: these amounts are not allocated separately to each reporting owner.

10b5-1 filing: Not disclosed

Ownership: Indirect · See Footnotes

Disclosed balance after: 8,229,975

F1 · shares: The Common Stock was received by Adam Gray ("Gray") in connection with his service as a member of the board of directors of the Issuer. Gray has agreed that all equity awards he receives for serving as a director of the Issuer shall be issued to Coliseum Capital Partners, L.P. ("CCP").

F4 · ownership.nature: The Common Stock is held directly by (a) CCP, an investment limited partnership of which Coliseum Capital, LLC, a Delaware limited liability company ("CC"), is general partner and for which Coliseum Capital Management, LLC, a Delaware limited liability company ("CCM"), serves as investment adviser, (b) CCC III (and together with CCP, the "Funds"), an investment limited partnership of which CC is general partner and for which CCM serves as investment adviser, and (c) a separate account investment advisory client of CCM (the "Separate Account").

F5 · ownership.nature: Christopher Shackelton ("Shackelton") and Gray are managers of and have an ownership interest in each of CCM and CC. Each of Shackelton, Gray, CCP, Coliseum Co-Invest Debt Fund, L.P. ("COC"), CCC III, the Separate Account, CC and CCM disclaims beneficial ownership of these securities except to the extent of that person's pecuniary interest therein.

F6 · ownership.nature: Following the transactions reported herein, CCP, the Separate Account and CCC III directly owned 6,086,828, 2,208,671 and 1,734,476 shares of Common Stock, respectively.

SEC source: 0001213900-20-028622 · ownership.xml · derivative · entry 1

McGarvey Casey Kale · CIK 0001731810 · Chief Legal Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 15,777

Underlying: Class A Common Stock · 15,777 shares

Expires 2025-05-18

F1 · derivative.exercise_date: 25% of the options granted vest and became exercisable on March 15, 2021. The remaining 75% of the options will vest and become exercisable in monthly installments on the first day of each calendar month beginning on April 1, 2021 in the amount of one-forty-eighth of the full amount for the remaining three years.

SEC source: 0001213900-20-028618 · ownership.xml · derivative · entry 1

Phillips Craig Lee · CIK 0001771311 · Chief Financial Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 18,293

Underlying: Class A Common Stock · 18,293 shares

Expires 2025-05-18

F1 · derivative.exercise_date: 25% of the options granted vest and became exercisable on March 15, 2021. The remaining 75% of the options will vest and become exercisable in monthly installments on the first day of each calendar month beginning on April 1, 2021 in the amount of one-forty-eighth of the full amount for the remaining three years.

SEC source: 0001213900-20-028755 · ownership.xml · nonDerivative · entry 1

Kiedaisch Gary Alan · CIK 0001731425 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 19,566

SEC source: 0001213900-20-028948 · ownership.xml · nonDerivative · entry 1

DICAMILLO GARY T · CIK 0001184987 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 78,642

SEC source: 0001213900-20-028805 · ownership.xml · nonDerivative · entry 1

HOLLINGSWORTH CLAUDIA · CIK 0001216702 · Director

10b5-1 filing: Not disclosed

Ownership: Indirect · Shares owned by i2CEO, LLC; see footnote

Disclosed balance after: 19,918

F1 · ownership.nature: As the sole member of i2CEO, LLC, Ms. Hollingsworth has voting and investment control over and may be considered the beneficial owner of all stock owned by i2CEO, LLC.

SEC source: 0001213900-20-029333 · ownership.xml · derivative · entry 5

Legg John A. · CIK 0001529244 · Chief Operating Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 16,006

Underlying: Class A Common Stock · 16,006 shares

Expires 2025-05-18

F1 · derivative.exercise_date: 25% of the options granted vest and become exercisable on March 15, 2021. The remaining 75% of the options will vest and become exercisable in monthly installments on the first day of each calendar month beginning on April 1, 2021 in the amount of one-forty-eighth of the full amount for the remaining three years.

SEC source: 0001213900-20-029334 · ownership.xml · derivative · entry 3

White Verdi Ray III · CIK 0001772838 · Chief Retail Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 12,576

Underlying: Class A Common Stock · 12,576 shares

Expires 2025-05-18

F1 · derivative.exercise_date: 25% of the options granted vest and become exercisable on March 15, 2021. The remaining 75% of the options will vest and become exercisable in monthly installments on the first day of each calendar month beginning on April 1, 2021 in the amount of one-forty-eighth of the full amount for the remaining three years.

SEC source: 0001213900-20-029662 · ownership.xml · derivative · entry 1

Megibow Joseph B · CIK 0001703013 · Chief Executive Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 34,299

Underlying: Class A Common Stock · 34,299 shares

Expires 2025-05-18

F1 · derivative.exercise_date: 25% of the options granted vest and became exercisable on March 15, 2021. The remaining 75% of the options will vest and become exercisable in monthly installments on the first day of each calendar month beginning on April 1, 2021 in the amount of one-forty-eighth of the full amount for the remaining three years.

SEC source: 0001213900-20-029475 · ownership.xml · nonDerivative · entry 1

Anthos Pano · CIK 0001649230 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 32,262

SEC source: 0001213900-20-037596 · ownership.xml · nonDerivative · entry 1

Kiedaisch Gary Alan · CIK 0001731425 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 39,566

F1 · balance_after: This Amended Form 4 amends the Form 4 previously filed on September 29, 2020 and is filed to correct an administrative error in the calculation of Amount of Securities Beneficially Owned Following Reported Transaction(s). The additional 20,000 shares of Class A Common Stock reported in this Amended Form 4 were properly reported in the Form 4 filed March 16, 2020.

SEC source: 0001213900-20-006473 · ownership.xml · nonDerivative · entry 1

Kiedaisch Gary Alan · CIK 0001731425 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 35,740

F1 · price: The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $7.79 to $8.035. The reporting person undertakes to provide to Purple Innovation, Inc., any security holder of Purple Innovation, Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares purchased at each price within the ranges set forth in footnote (1) to this Form 4.

SEC source: 0001213900-20-006477 · ownership.xml · nonDerivative · entry 2

Phillips Craig Lee · CIK 0001771311 · Chief Financial Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 3,000

SEC source: 0001213900-20-006477 · ownership.xml · nonDerivative · entry 1

Phillips Craig Lee · CIK 0001771311 · Chief Financial Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 524

SEC source: 0001213900-20-006672 · ownership.xml · nonDerivative · entry 2

Megibow Joseph B · CIK 0001703013 · Chief Executive Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 103,500

SEC source: 0001213900-20-006672 · ownership.xml · nonDerivative · entry 1

Megibow Joseph B · CIK 0001703013 · Chief Executive Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 100,250

SEC source: 0001213900-20-008266 · ownership.xml · nonDerivative · entry 1

Kiedaisch Gary Alan · CIK 0001731425 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 35,740

F2 · kind: The original Form 4 filed on March 16, 2020 is amended by this Form 4 Amendment to correct an error to the Transaction Code, which was mistakenly reported as "A" but should have been reported as "P."

F1 · price: The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $7.79 to $8.035. The reporting person undertakes to provide to Purple Innovation, Inc., any security holder of Purple Innovation, Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares purchased at each price within the ranges set forth in footnote (1) to this Form 4.

SEC source: 0001213900-20-008270 · ownership.xml · nonDerivative · entry 2

Megibow Joseph B · CIK 0001703013 · Director · Chief Executive Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 103,500

F1 · kind: The original Form 4 filed on March 17, 2020 is amended by this Form 4 Amendment to correct an error to the Transaction Code, which was mistakenly reported as "A" but should have been reported as "P."

SEC source: 0001213900-20-008270 · ownership.xml · nonDerivative · entry 1

Megibow Joseph B · CIK 0001703013 · Director · Chief Executive Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 100,250

F1 · kind: The original Form 4 filed on March 17, 2020 is amended by this Form 4 Amendment to correct an error to the Transaction Code, which was mistakenly reported as "A" but should have been reported as "P."

SEC source: 0001213900-20-008268 · ownership.xml · nonDerivative · entry 2

Phillips Craig Lee · CIK 0001771311 · Chief Financial Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 3,000

F1 · kind: The original Form 4 filed on March 16, 2020 is amended by this Form 4 Amendment to correct an error to the Transaction Code, which was mistakenly reported as "A" but should have been reported as "P."

SEC source: 0001213900-20-008268 · ownership.xml · nonDerivative · entry 1

Phillips Craig Lee · CIK 0001771311 · Chief Financial Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 524

F1 · kind: The original Form 4 filed on March 16, 2020 is amended by this Form 4 Amendment to correct an error to the Transaction Code, which was mistakenly reported as "A" but should have been reported as "P."

SEC source: 0001213900-20-001272 · ownership.xml · derivative · entry 1

Pearce Tony Marion · CIK 0001731174 · Director · CO-DIRECTOR OF R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 29,158,227

Underlying: CLASS A COMMON STOCK · 900,474 shares

Expires not disclosed

F1 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended.

F1 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended.

F1 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended.

F2 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold, LLC ("InnoHold"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

SEC source: 0001213900-20-001271 · ownership.xml · derivative · entry 1

Pearce Terry Vernon · CIK 0001731237 · Director · CO-DIRECTOR OF R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 29,158,227

Underlying: CLASS A COMMON STOCK · 900,474 shares

Expires not disclosed

F1 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended.

F1 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended.

F1 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended.

F2 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold, LLC ("InnoHold"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Tony M. Pearce or any other individuals.

SEC source: 0001213900-20-001270 · ownership.xml · derivative · entry 1

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 29,158,227

Underlying: CLASS A COMMON STOCK · 900,474 shares

Expires not disclosed

F1 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended.

F1 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended.

F1 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended.

SEC source: 0001213900-19-026562 · ownership.xml · derivative · entry 3

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 30,058,701

Underlying: Class A Common Stock · 1,500,000 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F3 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F1 · kind: On December 17, 2019, InnoHold, LLC ("InnoHold"), converted 1,500,000 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,500,000 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

SEC source: 0001213900-19-026562 · ownership.xml · nonDerivative · entry 2

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

F2 · price: On December 17, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 1,500,000 shares of Class A Common Stock for a price per share of $7.00. Such price per share does not reflect underwriter discounts or fees.

SEC source: 0001213900-19-026562 · ownership.xml · nonDerivative · entry 1

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 1,500,000

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F1 · price: On December 17, 2019, InnoHold, LLC ("InnoHold"), converted 1,500,000 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,500,000 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

SEC source: 0001213900-19-026565 · ownership.xml · derivative · entry 3

Pearce Tony Marion · CIK 0001731174 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 30,058,701

Underlying: Class A Common Stock · 1,500,000 shares

Expires not disclosed

Exercise/conversion can include RSU settlement. Transaction price and option strike are different fields; a missing price is not zero. Derivative and underlying rows can describe the same event.

F3 · derivative.exercise_price: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F1 · kind: On December 17, 2019, InnoHold, LLC ("InnoHold"), converted 1,500,000 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,500,000 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

F1 · price: On December 17, 2019, InnoHold, LLC ("InnoHold"), converted 1,500,000 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,500,000 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

F3 · derivative.exercise_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F3 · derivative.expiration_date: The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended.

F4 · ownership.nature: Includes shares of Class B Common Stock held directly by InnoHold, LLC ("InnoHold"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

SEC source: 0001213900-19-026565 · ownership.xml · nonDerivative · entry 2

Pearce Tony Marion · CIK 0001731174 · Director · Co-Director of R&D · 10% owner

10b5-1 filing: Not disclosed

Ownership: Indirect · By InnoHold, LLC

Disclosed balance after: 0

F2 · price: On December 17, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 1,500,000 shares of Class A Common Stock for a price per share of $7.00. Such price per share does not reflect underwriter discounts or fees.

F1 · ownership.nature: On December 17, 2019, InnoHold, LLC ("InnoHold"), converted 1,500,000 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,500,000 shares of Class A Common Stock, in the manner described under the heading "Exchange Agreement" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals.

F2 · ownership.nature: On December 17, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 1,500,000 shares of Class A Common Stock for a price per share of $7.00. Such price per share does not reflect underwriter discounts or fees.