PRPL

SEC source: 0001213900-19-026565 · 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: 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. 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 · 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.

SEC source: 0001213900-19-026563 · ownership.xml · derivative · 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: 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 Tony M. 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 Tony M. 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 Tony M. Pearce or any other individuals.

SEC source: 0001213900-19-026563 · 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 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 Tony M. 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.

SEC source: 0001213900-19-026563 · 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: 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. 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.

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 Tony M. Pearce or any other individuals.

SEC source: 0000899243-19-027584 · 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

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: 8,226,149

F1 · kind: Purchase in an underwritten registered public offering.

F2 · ownership.nature: The Common Stock is held directly by (a) Coliseum Capital Partners, L.P. ("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 and (b) a separate account investment advisory client of CCM (the "Separate Account").

F3 · ownership.nature: Christopher Shackelton ("Shackelton") and Adam Gray ("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"), the Separate Account, CC and CCM disclaims beneficial ownership of these securities except to the extent of that person's pecuniary interest therein.

F4 · ownership.nature: Following the transactions reported herein, CCP and the Separate Account directly owned 6,017,478 and 2,208,671 shares of Common Stock, respectively.

SEC source: 0001213900-19-024305 · 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: 31,558,701

Underlying: Class A Common Stock · 7,552,136 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.

F5 · 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.

F3 · kind: On November 19, 2019, InnoHold, LLC ("InnoHold"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 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 · price: On November 19, 2019, InnoHold, LLC ("InnoHold"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 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.

F5 · 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.

F5 · 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, 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: 0001213900-19-024305 · ownership.xml · derivative · entry 5

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

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

Underlying: Class A Common Stock · 1,223,932 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.

F5 · 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 · price: On November 19, 2019, Mr. Pearce converted 1,223,932 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,223,932 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.

F5 · 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.

F5 · 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: 0001213900-19-024305 · 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

F4 · price: On November 19, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 7,552,136 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.

F6 · 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.

F4 · ownership.nature: On November 19, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 7,552,136 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: 0001213900-19-024305 · 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: 7,552,136

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 · price: On November 19, 2019, InnoHold, LLC ("InnoHold"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 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 · ownership.nature: On November 19, 2019, InnoHold, LLC ("InnoHold"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 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.

SEC source: 0001213900-19-024305 · ownership.xml · nonDerivative · entry 2

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

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

F2 · price: On November 19, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, Mr. Pearce sold an aggregate amount of 1,223,932 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: 0001213900-19-024305 · ownership.xml · nonDerivative · entry 1

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

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 1,223,932

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 November 19, 2019, Mr. Pearce converted 1,223,932 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,223,932 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: 0001213900-19-024301 · ownership.xml · derivative · entry 3

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 31,558,701

Underlying: Class A Common Stock · 7,552,136 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 November 19, 2019, InnoHold, LLC ("InnoHold"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 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: 0001213900-19-024301 · 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 November 19, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 7,552,136 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: 0001213900-19-024301 · ownership.xml · nonDerivative · entry 1

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 7,552,136

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 November 19, 2019, InnoHold, LLC ("InnoHold"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 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: 0001213900-19-024303 · 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: 31,558,701

Underlying: Class A Common Stock · 7,552,136 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.

F5 · 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.

F3 · kind: On November 19, 2019, InnoHold, LLC ("InnoHold"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 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 Tony M. Pearce or any other individuals.

F3 · price: On November 19, 2019, InnoHold, LLC ("InnoHold"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 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 Tony M. Pearce or any other individuals.

F5 · 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.

F5 · 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, 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: 0001213900-19-024303 · ownership.xml · derivative · entry 5

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

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

Underlying: Class A Common Stock · 1,223,932 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.

F5 · 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 · price: On November 19, 2019, Mr. Pearce converted 1,223,932 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,223,932 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.

F5 · 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.

F5 · 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: 0001213900-19-024303 · 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

F4 · price: On November 19, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 7,552,136 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.

F6 · 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.

F4 · ownership.nature: On November 19, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 7,552,136 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: 0001213900-19-024303 · 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: 7,552,136

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 · price: On November 19, 2019, InnoHold, LLC ("InnoHold"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 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 Tony M. Pearce or any other individuals.

F3 · ownership.nature: On November 19, 2019, InnoHold, LLC ("InnoHold"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 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 Tony M. Pearce or any other individuals.

SEC source: 0001213900-19-024303 · ownership.xml · nonDerivative · entry 2

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

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

F2 · price: On November 19, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, Mr. Pearce sold an aggregate amount of 1,223,932 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: 0001213900-19-024303 · ownership.xml · nonDerivative · entry 1

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

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 1,223,932

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 November 19, 2019, Mr. Pearce converted 1,223,932 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,223,932 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: 0001213900-19-019654 · ownership.xml · derivative · entry 1

Phillips Craig Lee · CIK 0001771311 · Chief Financial Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 325,000

Underlying: Class A Common Stock · 325,000 shares

Expires 2024-10-01

F1 · derivative.exercise_date: 25% of the options granted vest and become exercisable on March 16, 2020. 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, 2020 in the amount of one-forty-eighth of the full amount for the remaining three years.

SEC source: 0001213900-19-019650 · ownership.xml · derivative · entry 1

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

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 717,360

Underlying: Class A Common Stock · 179,340 shares

Expires 2024-10-01

F1 · derivative.exercise_date: 25% of the options granted vest and become exercisable on October 1, 2020. The remaining 75% of the options will vest and become exercisable in monthly installments on the first day of each calendar month beginning on November 1, 2020 in the amount of one-forty-eighth of the full amount for the remaining three years.

SEC source: 0000899243-19-023133 · 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

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: 6,226,149

F5 · price: The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $8.38 to $8.40, inclusive. The reporting person undertakes to provide to the Issuer, any security holder of the Issuer or the staff of the SEC, upon request, full information regarding the number of shares purchased at each separate price within the range set forth in this footnote.

F2 · ownership.nature: The Common Stock is held directly by (a) Coliseum Capital Partners, L.P. ("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 and (b) a separate account investment advisory client of CCM (the "Separate Account").

F3 · ownership.nature: Christopher Shackelton ("Shackelton") and Adam Gray ("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"), the Separate Account, CC and CCM disclaims beneficial ownership of these securities except to the extent of that person's pecuniary interest therein.

F4 · ownership.nature: Following the transactions reported herein, CCP and the Separate Account directly owned 4,522,976 and 1,703,173 shares of Common Stock, respectively.

SEC source: 0000899243-19-023133 · 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

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: 6,223,631

F1 · price: The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $8.15 to $8.25, inclusive. The reporting person undertakes to provide to the Issuer, any security holder of the Issuer or the staff of the Securities and Exchange Commission ("SEC"), upon request, full information regarding the number of shares purchased at each separate price within the range set forth in this footnote.

F2 · ownership.nature: The Common Stock is held directly by (a) Coliseum Capital Partners, L.P. ("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 and (b) a separate account investment advisory client of CCM (the "Separate Account").

F3 · ownership.nature: Christopher Shackelton ("Shackelton") and Adam Gray ("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"), the Separate Account, CC and CCM disclaims beneficial ownership of these securities except to the extent of that person's pecuniary interest therein.

F4 · ownership.nature: Following the transactions reported herein, CCP and the Separate Account directly owned 4,522,976 and 1,703,173 shares of Common Stock, respectively.

SEC source: 0000899243-19-022628 · 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

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: 6,196,170

F1 · price: The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $7.97 to $8.20, inclusive. The reporting person undertakes to provide to the Issuer, any security holder of the Issuer or the staff of the Securities and Exchange Commission ("SEC"), upon request, full information regarding the number of shares purchased at each separate price within the range set forth in this footnote.

F2 · ownership.nature: The Common Stock is held directly by (a) Coliseum Capital Partners, L.P. ("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 and (b) a separate account investment advisory client of CCM (the "Separate Account").

F3 · ownership.nature: Christopher Shackelton ("Shackelton") and Adam Gray ("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"), the Separate Account, CC and CCM disclaims beneficial ownership of these securities except to the extent of that person's pecuniary interest therein.

F4 · ownership.nature: Following the transactions reported herein, CCP and the Separate Account directly owned 4,500,485 and 1,695,685 shares of Common Stock, respectively.

SEC source: 0000899243-19-022628 · 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

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: 6,164,948

F2 · ownership.nature: The Common Stock is held directly by (a) Coliseum Capital Partners, L.P. ("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 and (b) a separate account investment advisory client of CCM (the "Separate Account").

F3 · ownership.nature: Christopher Shackelton ("Shackelton") and Adam Gray ("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"), the Separate Account, CC and CCM disclaims beneficial ownership of these securities except to the extent of that person's pecuniary interest therein.

F4 · ownership.nature: Following the transactions reported herein, CCP and the Separate Account directly owned 4,500,485 and 1,695,685 shares of Common Stock, respectively.

SEC source: 0000899243-19-022543 · doc4.xml · nonDerivative · entry 3

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

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: 6,063,970

F3 · price: The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $7.85 to $8.00, inclusive.

F4 · ownership.nature: The Common Stock is held directly by (a) Coliseum Capital Partners, L.P. ("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 and (b) a separate account investment advisory client of CCM (the "Separate Account").

F5 · ownership.nature: Christopher Shackelton ("Shackelton") and Adam Gray ("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"), 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 and the Separate Account directly owned 4,401,454 and 1,662,516 shares of Common Stock, respectively.

SEC source: 0000899243-19-022543 · 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

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: 6,026,103

F2 · price: The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $7.38 to $8.00, inclusive.

F4 · ownership.nature: The Common Stock is held directly by (a) Coliseum Capital Partners, L.P. ("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 and (b) a separate account investment advisory client of CCM (the "Separate Account").

F5 · ownership.nature: Christopher Shackelton ("Shackelton") and Adam Gray ("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"), 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 and the Separate Account directly owned 4,401,454 and 1,662,516 shares of Common Stock, respectively.

SEC source: 0000899243-19-022543 · 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

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: 5,991,103

F1 · price: The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $7.00 to $7.35, inclusive. The reporting person undertakes to provide to the Issuer, any security holder of the Issuer or the staff of the Securities and Exchange Commission ("SEC"), upon request, full information regarding the number of shares purchased at each separate price within the range set forth in footnotes (1), (2) and (3) to this Form 4.

F4 · ownership.nature: The Common Stock is held directly by (a) Coliseum Capital Partners, L.P. ("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 and (b) a separate account investment advisory client of CCM (the "Separate Account").

F5 · ownership.nature: Christopher Shackelton ("Shackelton") and Adam Gray ("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"), 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 and the Separate Account directly owned 4,401,454 and 1,662,516 shares of Common Stock, respectively.

SEC source: 0001213900-19-016503 · ownership.xml · nonDerivative · entry 1

Legg John A. · CIK 0001529244 · Chief Operating Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 2,980

F1 · price: The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $8.33 to $8.3634, inclusive. 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 separate price within the ranges set forth in footnote (1) to this Form 4.

SEC source: 0001213900-19-016060 · 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: 39,110,837

Underlying: Class A Common Stock · 609,581 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On August 13, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 609,581shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together "Paired Securities") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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.

F3 · 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: 0001213900-19-016062 · 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: 39,110,837

Underlying: Class A Common Stock · 609,581 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On August 13, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 609,581shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together "Paired Securities") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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.

F3 · 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: 0001213900-19-016055 · ownership.xml · derivative · entry 1

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 39,110,837

Underlying: Class A Common Stock · 609,581 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On August 13, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 609,581shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC to holders of Class B Units in InnoHold in exchange for the cancellation of such InnoHold Class B Units.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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: 0001213900-19-014164 · 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: 39,720,418

Underlying: Class A Common Stock · 208,662 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On July 29, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 208,662 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together "Paired Securities") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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.

F3 · 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: 0001213900-19-014158 · 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: 39,720,418

Underlying: Class A Common Stock · 208,662 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On July 29, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 208,662 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together "Paired Securities") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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.

F3 · 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: 0001213900-19-014156 · ownership.xml · derivative · entry 1

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 39,720,418

Underlying: Class A Common Stock · 208,662 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On July 29, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 208,662 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC to holders of Class B Units in InnoHold in exchange for the cancellation of such InnoHold Class B Units.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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: 0001213900-19-011709 · 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: 39,929,087

Underlying: Class A Common Stock · 15,589 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On June 25, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 15,589 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together "Paired Securities") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities. Also on June 25, 2019, InnoHold distributed an additional 1,678,778 Paired Securities to holders of Class B Units in InnoHold; however, Mr. Pearce held no pecuniary interest in such additional distributed Paired Securities and, therefore, such additional distribution is not reportable by Mr. Pearce.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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.

F3 · 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: 0001213900-19-011707 · 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: 39,929,087

Underlying: Class A Common Stock · 15,589 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On June 25, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 15,589 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together "Paired Securities") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities. Also on June 25, 2019, InnoHold distributed an additional 1,678,778 Paired Securities to holders of Class B Units in InnoHold; however, Mr. Pearce held no pecuniary interest in such additional distributed Paired Securities and, therefore, such additional distribution is not reportable by Mr. Pearce.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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.

F3 · 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: 0001213900-19-011692 · ownership.xml · derivative · entry 1

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 39,929,087

Underlying: Class A Common Stock · 1,694,367 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On June 25, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 1,694,367 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC to holders of Class B Units in InnoHold in exchange for the cancellation of such InnoHold Class B Units.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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: 0001213900-19-012246 · 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: 39,929,080

Underlying: Class A Common Stock · 15,589 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On June 25, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 15,589 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together "Paired Securities") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities. Also on June 25, 2019, InnoHold distributed an additional 1,678,785 Paired Securities to holders of Class B Units in InnoHold; however, Mr. Pearce held no pecuniary interest in such additional distributed Paired Securities and, therefore, such additional distribution is not reportable by Mr. Pearce.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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.

F4 · balance_after: The original Form 4 filed on June 27, 2019 is amended by this Form 4 Amendment to correct a rounding error to the number of Paired Securities distributed to holders of Class B Units in InnoHold.

F3 · 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: 0001213900-19-012248 · 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: 39,929,080

Underlying: Class A Common Stock · 15,589 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On June 25, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 15,589 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together "Paired Securities") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities. Also on June 25, 2019, InnoHold distributed an additional 1,678,785 Paired Securities to holders of Class B Units in InnoHold; however, Mr. Pearce held no pecuniary interest in such additional distributed Paired Securities and, therefore, such additional distribution is not reportable by Mr. Pearce.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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.

F4 · balance_after: The original Form 4 filed on June 27, 2019 is amended by this Form 4 Amendment to correct a rounding error to the number of Paired Securities distributed to holders of Class B Units in InnoHold.

F3 · 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: 0001213900-19-012244 · ownership.xml · derivative · entry 1

InnoHold, LLC · CIK 0001731293 · 10% owner

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 39,929,080

Underlying: Class A Common Stock · 1,694,374 shares

Expires not disclosed

F1 · derivative.exercise_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.

F2 · kind: On June 25, 2019, InnoHold, LLC ("InnoHold") distributed pro rata a total of 1,694,374 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC to holders of Class B Units in InnoHold in exchange for the cancellation of such InnoHold Class B Units.

F3 · shares: The original Form 4 filed on June 27, 2019 is amended by this Form 4 Amendment to correct a rounding error to the number of shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC distributed to holders of Class B Units in InnoHold.

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.

F1 · derivative.exercise_date: 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.

F1 · derivative.expiration_date: 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.

F3 · derivative.underlying_shares: The original Form 4 filed on June 27, 2019 is amended by this Form 4 Amendment to correct a rounding error to the number of shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC distributed to holders of Class B Units in InnoHold.

F3 · balance_after: The original Form 4 filed on June 27, 2019 is amended by this Form 4 Amendment to correct a rounding error to the number of shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC distributed to holders of Class B Units in InnoHold.

SEC source: 0001213900-19-009879 · ownership.xml · nonDerivative · entry 1

Megibow Joseph B · CIK 0001703013 · Chief Executive Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 100,000

F1 · shares: Represents a performance unit share award granted pursuant to Mr. Megibow's employment agreement, which provided that the Company would grant to Mr. Megibow a number of shares of the Company's Class A Common Stock equal to the number of shares of Class A Common Stock held by Mr. Megibow as of a specific date. These shares vest upon the earlier of the consummation of a change in control of the Company or the satisfaction of the following conditions: (i) Mr. Megibow continues to be employed by the Company through September 30, 2021, (ii) Mr. Megibow continues to hold the shares acquired to be eligible to receive such award through September 30, 2021, and (iii) during the twelve-month period immediately prior to March 31, 2022, the closing price of the Company's Class A Common Stock is at or above $10.00 per share for 20 trading days over a 30 trading day period.

SEC source: 0001213900-19-009877 · ownership.xml · derivative · entry 1

Watkins Mark Anderson · CIK 0001731297 · Chief Financial Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 0

Underlying: Class A Common Stock · 107,604 shares

Expires 2019-06-13

F1 · price: Mr. Watkins' 107,604 vested options were cancelled by mutual agreement with Purple Innovation, Inc. Mr. Watkins will receive as consideration for the cancellation an amount equal to multiplying (x) the difference between (i) the closing price of the Company's Class A Common Stock on May 22, 2019 minus (ii) the strike price of $5.9499, by (y) the full l07,604 vested options, less applicable federal and state payroll tax deductions. The closing price on May 22, 2019 was $6.85 per share and the total gross amount of consideration is $96,854.36.

SEC source: 0001213900-19-009675 · ownership.xml · derivative · entry 1

McGarvey Casey Kale · CIK 0001731810 · Chief Legal Officer

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 56,037

Underlying: Class A Common Stock · 56,037 shares

Expires 2024-05-22

F1 · derivative.exercise_date: 25% of the options granted will vest and become exercisable on March 15, 2020. The remaining 75% of the options will vest and become exercisable 1/48th of the initial option grant in equal monthly installments on the first day of each calendar month beginning on April 1, 2020.

SEC source: 0001213900-19-009247 · ownership.xml · nonDerivative · entry 1

Kiedaisch Gary Alan · CIK 0001731425 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 15,740

SEC source: 0001213900-19-009245 · ownership.xml · nonDerivative · entry 1

DICAMILLO GARY T · CIK 0001184987 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 73,860

F1 · balance_after: 27,952 shares of Class A common stock are subject to vesting. Such shares shall vest on the first day that the closing price of the Class A common stock is at or above $12.50 for 20 trading days over a 30 trading day period immediately preceding such day. Shares that do not vest by February 2, 2026 shall be forfeited.

SEC source: 0001213900-19-009252 · 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: 15,710

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: 0000899243-19-014290 · 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

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: 5,966,103

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").

F2 · 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 and (b) a separate account investment advisory client of CCM (the "Separate Account").

F3 · ownership.nature: Christopher Shackelton ("Shackelton") and Adam Gray ("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"), a separate account investment advisory client of CCM (the "Separate Account"), CC and CCM disclaims beneficial ownership of these securities except to the extent of that person's pecuniary interest therein.

F4 · ownership.nature: Following the transactions reported herein, CCP and the Separate Account directly owned 4,328,154 and 1,637,949 shares of Common Stock, respectively.

SEC source: 0001213900-19-009330 · ownership.xml · nonDerivative · entry 1

Anthos Pano · CIK 0001649230 · Director

10b5-1 filing: Not disclosed

Ownership: Direct

Disclosed balance after: 28,436

F1 · balance_after: 6,685 shares of Class A common stock are subject to vesting. Such shares shall vest on the first day that the closing price of the Class A common stock is at or above $12.50 for 20 trading days over a 30 trading day period immediately preceding such day. Shares that do not vest by February 2, 2026 shall be forfeited.