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UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington , D.C. 20549 Form 10 - K ( Mark One ) □ ANNUAL REPORT PURSUANT TO SECTION 13 OR 15 ( D ) OF THE SECURITIES EXCHANGE ACT OF 1934 For the fiscal year ended December 31 , 2020 □ TRANSITION REPORT PURSUANT TO SECTION 13 OR 15 ( D ) OF THE SECURITIES EXCHANGE ACT OF 1934 For the transition period from to Delaware ( State or other jurisdiction of incorporation or organization ) purple PURPLE INNOVATION , INC . ( Exact name of registrant as specified in its charter ) Commission file number : 001-37523 4100 NORTH CHAPEL RIDGE ROAD SUITE 200 LEHI , UTAH ( Address of principal executive offices ) Title of each class Class A Common Stock , par value $ 0.0001 per share Large accelerated filer Non - accelerated filer Trading Symbol ( s ) 47-4078206 Registrant's telephone number , including area code : ( 801 ) 756-2600 Securities registered pursuant to Section 12 ( b ) of the Act : PRPL ( I.R.S. Employer Identification Number ) 84043 ( Zip Code ) Name of each exchange on which registered The NASDAQ Stock Market LLC Securities registered pursuant to Section 12 ( g ) of the Act : None Indicate by check mark if the registrant is a well - known seasoned issuer , as defined in Rule 405 of the Securities Act . Yes No X Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or Section 15 ( d ) of the Act . Yes No Indicate by check mark whether the registrant ( 1 ) has filed all reports required to be filed by Section 13 or 15 ( d ) of the Securities Exchange Act of 1934 during the preceding 12 months ( or for such shorter period that the registrant was required to file such reports ) , and ( 2 ) has been subject to such filing requirements for the past 90 days . Yes > No Indicate by check mark whether the registrant has submitted electronically every Interactive Data File required to be submitted pursuant to Rule 405 of Regulation S - T ( § 232.405 of this chapter ) during the preceding 12 months ( or for such shorter period that the registrant was required to submit such files ) . Yes No Indicate by check mark whether the registrant is a large accelerated filer , an accelerated filer , a non - accelerated filer , smaller reporting company , or an emerging growth company . See the definitions of " large accelerated filer , " " accelerated filer , " “ smaller reporting company , " and " emerging growth company " in Rule 12b - 2 of the Exchange Act . Accelerated filer Smaller reporting company Emerging growth company X If an emerging growth company , indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13 ( a ) of the Exchange Act . Indicate by check mark whether the registrant has filed a report on and attestation to its management's assessment of the effectiveness of its internal control over financial reporting under Section 404 ( b ) of the Sarbanes - Oxley Act ( 15 U.S.C. 7262 ( b ) ) by the registered public accounting firm that prepared or issued its audit report . Indicate by check mark whether the registrant is a shell company ( as defined in Rule 12b - 2 of the Exchange Act ) . Yes No As of June 30 , 2020 , the last business day of the registrant's most recently completed second fiscal quarter , the aggregate market value of the common stock outstanding , other than shares held by persons who may be deemed affiliates of the registrant , computed by reference to the closing sales price for the common stock as of June 30 , 2020 , as reported on the NASDAQ Capital Market , was $ 481.7 million . As of March 8 , 2021 , there were 66,279,570 shares of Class A common stock , par value $ 0.0001 per share , and 448,279 shares of Class B common stock of the registrant issued and outstanding .