Purple Innovation Stock Price and Value Analysis

Should you buy Purple Innovation stock? (NasdaqCM:PRPL). Let's see how it does in our automated value investing analysis system.

Key Facts

Ticker: PRPL (NasdaqCM)
Current price: $7.25
Sector: Consumer Cyclical
Industry: Furnishings, Fixtures & Appliances

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Hold-time calculator

Estimate how long you need to hold Purple Innovation to reach your target.

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Advantages	Disadvantages	Neutral
This company has stable growth.	This company is less known than others. This stock looks overpriced. This company is not making money.	This company pays no dividend.

Inside the PRPL Numbers

	PRPL Price (Purple Innovation stock price per share)	$7.25
× PE Ratio Versus Sector The PE ratio measures the reported earnings of a company to its current stock price. While earnings are easy to manipulate on the balance sheet, this ratio gives you a sense of what buyers are willing to pay for the stock—what they believe it will do in the future. Comparing a stock's PE to the average PE of companies in its industry gives you a sense of market sentiment about the stock and how well it fares financially. It's not the only number, nor the most important, but comparing similar companies is valuable. A ratio far above or below that of its peers is significant. Industries are more specific than sectors, so companies within most industries are more similar than are companies within an industry. Be aware that the size and customers of companies are important to their prospects. Close ^[?]	PE Ratio versus Sector	344% higher than other Consumer Cyclical stocks
× PE Ratio Versus Industry The PE ratio measures the reported earnings of a company to its current stock price. While earnings are easy to manipulate on the balance sheet, this ratio gives you a sense of what buyers are willing to pay for the stock—what they believe it will do in the future. Comparing a stock's PE to the average PE of companies in its sector gives you a sense of market sentiment about the stock and how well it fares financially. It's not the only number, nor the most important, but comparing similar companies is valuable. A ratio far above or below that of its peers is significant. Be aware that sectors are very broad, with many types of companies in the same sector. Close ^[?]	PE Ratio versus Industry	379% higher than other Furnishings, Fixtures & Appliances stocks
× Free Cash Flow Jitter The free cash flow jitter of a stock measures how much the company's free cash flow varies from its historical trend, on average. While it's always nice to make more money than you expected, a company with predictable free cash flow is stable and good. A company with wild swings in its free cash flow warrants further research. In general, the lower this number, the better. Close ^[?]	Free Cash Flow Jitter	19%

Recent Insider Activity

Open-market buys and sells reported by Purple Innovation's officers, directors, and 10% owners on SEC Form 4. Routine transactions (tax withholding, option exercises, and stock grants) are excluded -- these are discretionary trades only.

Date	Insider	Type	Shares	Price
2026-05-04T00:00:00	Lucian Robert Gerard (Chief Financial Officer)	Buy	60,000	$0.49
2024-06-28T00:00:00	DeMartini Robert (Chief Executive Officer)	Buy	138,834	$1.03
2024-06-27T00:00:00	DeMartini Robert (Chief Executive Officer)	Buy	10,105	$1.01
2024-06-26T00:00:00	DeMartini Robert (Chief Executive Officer)	Buy	51,061	$0.98
2024-03-22T00:00:00	Ulrich George Turner (Principal Accounting Officer)	Buy	4,000	$1.52
2023-08-28T00:00:00	DICAMILLO GARY T	Buy	10,000	$2.22
2023-06-02T00:00:00	McGarvey Casey Kale (Chief Legal Officer)	Buy	22,300	$2.85
2023-05-26T00:00:00	KERBY JEFFERY SCOTT (Chief of Owned Retail)	Buy	16,350	$3.45
2023-05-16T00:00:00	DARLING SETH LANE	Buy	17,000	$3.02
2023-05-15T00:00:00	DeMartini Robert (CEO)	Buy	50,000	$2.97

This stock has short interest! This means that people have shorted it.

Why does that matter? They've made a bet that price will decrease from where they bought it. Maybe there are financial problems, or maybe there's a value play.

As of the latest analysis, there are 80,409 shares shorted. With 2,252,460 shares available for purchase and an average trading volume over the past 10 trading days of 40,940, it would take at least 1.964 days for all of the short holders to cover their shorts.

Estimate Intrinsic Value (DCF)

Project future free cash flow and discount it back to today to compare market price vs intrinsic value. See how compound returns work over time.

📊 Intrinsic Value Calculator (DCF Method)

Calculate the present value of future cash flows to determine stock intrinsic value.

Annual Free Cash Flow ($):

Current or most recent year free cash flow (operating cash - capex)

Expected Annual Growth Rate (%):

Conservative estimate (3-7% for mature companies, 10-20% for growth)

Discount Rate (%):

Required rate of return (8-10% stable, 12-15% growth, 15%+ speculative)

Projection Period (Years):

Longer projections are less certain but may reveal more value

Terminal Value Multiple:

Exit multiple for terminal value (10-15x typical for mature companies)

Calculation Results

Total Intrinsic Value:

Discounted Cash Flows:

Terminal Value (PV):

Year	Future CF	Present Value

How to use this result: Compare the intrinsic value to the current stock price. If intrinsic value is significantly higher than market price (30-50% margin of safety), the stock may be undervalued. Remember, these are estimates based on your assumptions.

Should You Buy PRPL?

Learn how to evaluate stocks, understand expected returns, and build a value investing strategy.

See How Returns Compound →

Is Purple Innovation Stock on Sale?

Based on our analysis, we believe that you should not buy Purple Innovation right now. It might be a good stock to own—we just can't prove it with value analysis right now. Proceed with caution.

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Should You Buy PRPL Stock?

Does Purple Innovation have a coherent story? Does it have a plan to continue to make money? Is it worth your time? Only you can decide where to go from here. Our investment guide helps you ask the right questions, including how to buy stocks. Use these research links for more information.

We don't yet have enough financial history for Purple Innovation to produce a full worked example. Check back as more data becomes available, or see the current price and research links below.