Q2 2026 Purple Innovation Inc Earnings Call

August 10, 2026

Operator: Hello, everyone. Thank you for joining us, and welcome to Purple Innovation's Q2 2026 earnings call. After today's prepared remarks, we will host a question and answer session. If you would like to ask a question, please press star 1 to raise your hand. To withdraw your question, press star 1 again. I will now hand the conference over to Stacy Turnof. Please go ahead.

Operator: Hello, everyone. Thank you for joining us, and welcome to Purple Innovation's Q2 2026 earnings call. After today's prepared remarks, we will host a question and answer session. If you would like to ask a question, please press star one to raise your hand. To withdraw your question, press star one again. I will now hand the conference over to Stacy Turnof. Please go ahead.

Speaker #1: If you would like to ask a question, please press star one to raise your hand. To withdraw your question, press star one again. I will now hand the conference over to Stacy Turnof.

Speaker #1: Please go ahead.

Speaker #2: Thank you for joining Purple Innovation's second quarter 2026 earnings call. A copy of our earnings press release is available on the Investor Relations section of Purple's website at www.purple.com.

Stacy Turnof: Thank you for joining Purple Innovation's Q2 2026 earnings call. A copy of our earnings press release is available on the investor relations section of Purple's website at www.purple.com. Before we begin, I'd like to remind you that certain statements made in this presentation are forward-looking statements. These statements reflect Purple Innovation's judgment and analysis as of today, and are subject to a variety of risks and uncertainties that could cause actual results to differ materially from current expectations. You should not place undue reliance on these forward-looking statements. For more information, please refer to the risk factors outlined in our filings with the SEC. Additionally, today's presentation will reference non-GAAP financial measures such as adjusted gross margin, adjusted operating expenses, adjusted EBITDA, adjusted net loss, and adjusted net loss per share.

Speaker #2: Before we begin, I'd like to remind you that certain statements made in this presentation are forward-looking statements. These statements reflect Purple Innovation's judgment and analysis as of today and are subject to a variety of risks and uncertainties that could cause actual results to differ materially from current expectations.

Speaker #2: You should not place undue reliance on these forward-looking statements. For more information, please refer to the risk factors outlined in our filings with the SEC.

Stacy Turnof: For more information, please refer to the risk factors outlined in our filings with the SEC. Additionally, today's presentation will reference non-GAAP financial measures such as adjusted gross margin, adjusted operating expenses, adjusted EBITDA, adjusted net loss, and adjusted net loss per share.

Speaker #2: Additionally, today's presentation will reference non-GAAP financial measures such as adjusted gross margin, adjusted operating expenses, adjusted EBITDA, adjusted net loss, and adjusted net loss per share.

Speaker #2: A reconciliation of these measures to their most comparable GAAP measures can be found in the earnings release available on our website. With that, I'll turn the call over to Rob DeMartini, Purple Innovation's Chief Executive Officer.

Stacy Turnof: A reconciliation of these measures to their most comparable GAAP measures can be found in the earnings release available on our website. With that, I'll turn the call over to Rob DeMartini, Purple Innovation's Chief Executive Officer.

Speaker #3: Thanks, Stacy, and good afternoon, everyone. I want to start with what matters most from the quarter. While the market remains difficult, we continue to make progress in areas where we believe we have the greatest impact.

Rob DeMartini: Thanks, Stacy, and good afternoon, everyone. I want to start with what matters most from the quarter. While the market remains difficult, we continued to make progress in areas where we believe we have the greatest impact. Our showrooms had another strong quarter. Our premium products continued to perform well, e-commerce improved sequentially, and we delivered better profitability. This tells us the work we've been doing over the past year continues to take hold. We're a stronger and more disciplined business today than we were a year ago, and that is showing up in our direct-to-consumer business, product mix, and cost structure. The broader market did not give us any help in Q2. Demand remained uneven, and wholesale was softer than we expected. Turning to our quarterly performance, our results were mixed across channels.

Robert DeMartini: Thanks, Stacy, and good afternoon, everyone. I want to start with what matters most from the quarter. While the market remains difficult, we continued to make progress in areas where we believe we have the greatest impact. Our showrooms had another strong quarter. Our premium products continued to perform well, e-commerce improved sequentially, and we delivered better profitability. This tells us the work we've been doing over the past year continues to take hold. We're a stronger and more disciplined business today than we were a year ago, and that is showing up in our direct-to-consumer business, product mix, and cost structure. The broader market did not give us any help in Q2. Demand remained uneven, and wholesale was softer than we expected. Turning to our quarterly performance, our results were mixed across channels.

Speaker #3: Our showrooms had another strong quarter. Our premium products continued to perform well, e-commerce improved sequentially, and we delivered better profitability. This tells us the work we've been doing over the past year continues to take hold.

Speaker #3: We're a stronger and more disciplined business today than we were a year ago, and that is showing up in our direct-to-consumer business, product mix, and cost structure.

Speaker #3: The broader market did not give us any help in the second quarter. Demand remained uneven, and wholesale was softer than we expected. Turning to our quarterly performance, our results were mixed across channels.

Speaker #3: Starting with our direct-to-consumer business, we continued to make progress across both our showroom and e-commerce channels. Our showroom business was the highlight of the quarter, with retail sales up 16.6% versus the prior year, driven by improving traffic, stronger conversion, and continued strength in our premium portfolio.

Rob DeMartini: Starting with our direct-to-consumer, we continued to make progress across both our showroom and e-commerce channels. Our showroom business was the highlight of the quarter, with retail sales up 16.6% versus the prior year, driven by improving traffic, stronger conversion, and continued strength in our premium portfolio. E-commerce was down slightly versus last year, but the channel continued to move in the right direction, marking the third consecutive quarter of sequential improvement. We're getting better at managing the channel, and the work we're doing across marketing and the site experience is contributing to that progress. Purple's wholesale performance remained challenged in Q2, as wholesale revenues were down approximately 19% year over year. In addition to continued softness in the broader mattress category, we made a deliberate decision during Q2 to invest more than $4 million incrementally in marketing programs with our retail partners.

Robert DeMartini: Starting with our direct-to-consumer, we continued to make progress across both our showroom and e-commerce channels. Our showroom business was the highlight of the quarter, with retail sales up 16.6% versus the prior year, driven by improving traffic, stronger conversion, and continued strength in our premium portfolio. E-commerce was down slightly versus last year, but the channel continued to move in the right direction, marking the third consecutive quarter of sequential improvement. We're getting better at managing the channel, and the work we're doing across marketing and the site experience is contributing to that progress. Purple's wholesale performance remained challenged in Q2, as wholesale revenues were down approximately 19% year over year. In addition to continued softness in the broader mattress category, we made a deliberate decision during Q2 to invest more than $4 million incrementally in marketing programs with our retail partners.

Speaker #3: E-commerce was down slightly versus last year, but the channel continued to move in the right direction, marking the third consecutive quarter of sequential improvement.

Speaker #3: We're getting better at managing the channel, and the work we're doing across marketing and the site experience is contributing to that progress. Purple's wholesale performance remained challenged in the second quarter, as wholesale revenues were down approximately 19% year over year.

Speaker #3: In addition to continued softness in the broader mattress category, we've made a deliberate decision during the second quarter to invest more than $4 million incrementally in marketing programs with our retail partners.

Speaker #3: These investments affected reported wholesale revenue in the quarter, but we believe they were necessary to support consumer activation, retailer engagement, and Purple's long-term position within the wholesale channel.

Rob DeMartini: These investments affected reported wholesale revenue in the quarter, but we believe they were necessary to support consumer activation, retailer engagement, and Purple's long-term position within the wholesale channel. Excluding the impact of these incremental investments and other payments to customers, wholesale revenue would have declined approximately 8% year over year. On profitability, we made progress through disciplined expense management while continuing to invest in innovation, advertising, and consumer experience. Consistent with previous quarters, our strategy continues to center on three priorities. Number one, deepening our understanding of the consumer. Number two, delivering better sleep through product experience and expanded distribution. Number three, executing with financial discipline across the business. Let me walk you through how these priorities showed up during the Q2. First, knowing our consumer. Purple has strong awareness, but awareness alone is not enough.

Robert DeMartini: These investments affected reported wholesale revenue in the quarter, but we believe they were necessary to support consumer activation, retailer engagement, and Purple's long-term position within the wholesale channel. Excluding the impact of these incremental investments and other payments to customers, wholesale revenue would have declined approximately 8% year over year. On profitability, we made progress through disciplined expense management while continuing to invest in innovation, advertising, and consumer experience. Consistent with previous quarters, our strategy continues to center on three priorities. Number one, deepening our understanding of the consumer. Number two, delivering better sleep through product experience and expanded distribution. Number three, executing with financial discipline across the business. Let me walk you through how these priorities showed up during the Q2. First, knowing our consumer. Purple has strong awareness, but awareness alone is not enough.

Speaker #3: Excluding the impact of these incremental investments and other payments to customers, wholesale revenue would have declined approximately 8% year over year. On profitability, we made progress through disciplined expense management while continuing to invest in innovation, advertising, and consumer experience.

Speaker #3: Consistent with previous quarters, our strategy continues to center on three priorities: number one, deepening our understanding of the consumer; number two, delivering better sleep through product experience and expanded distribution; and number three, executing with financial discipline across the business.

Speaker #3: Let me walk you through how these priorities showed up during the second quarter. First, knowing our consumer. Purple has strong awareness, but awareness alone is not enough.

Speaker #3: We remain focused on helping people understand why the GelFlex Grid is different, why it matters to sleep quality, and which Purple product is right for them.

Rob DeMartini: We remain focused on helping people understand why the GelFlex Grid is different, and why it matters to sleep quality, and which Purple product is right for them. Since March, we have shifted our marketing's approach to place greater emphasis on brand building and consumer education outside of key holiday periods, while continuing to use targeted conversion marketing as consumers move closer to purchase. The opportunity is to turn our strong awareness into stronger consideration. That means making the benefits of GelFlex Grid easier to understand before consumers are ready to buy, and making it simpler to choose the right Purple product when they enter the purchase process. This work applies across the full consumer journey, from our showrooms and website to our wholesale partners, with the same objectives everywhere. Clearly answer why Purple, and which Purple mattress.

Robert DeMartini: We remain focused on helping people understand why the GelFlex Grid is different, and why it matters to sleep quality, and which Purple product is right for them. Since March, we have shifted our marketing's approach to place greater emphasis on brand building and consumer education outside of key holiday periods, while continuing to use targeted conversion marketing as consumers move closer to purchase. The opportunity is to turn our strong awareness into stronger consideration. That means making the benefits of GelFlex Grid easier to understand before consumers are ready to buy, and making it simpler to choose the right Purple product when they enter the purchase process. This work applies across the full consumer journey, from our showrooms and website to our wholesale partners, with the same objectives everywhere. Clearly answer why Purple, and which Purple mattress.

Speaker #3: Since March, we've shifted our marketing approach to place greater emphasis on brand building and consumer education outside of key holiday periods, while continuing to use targeted conversion marketing as consumers move closer to purchase.

Speaker #3: The opportunity is to turn our strong awareness into stronger consideration. That means making the benefits of GelFlex Grid easier to understand before consumers are ready to buy, and making it simpler to choose the right Purple product when they enter the purchase process.

Speaker #3: This work applies across the full consumer journey, from our showrooms and website to our wholesale partners, with the same objectives everywhere: clearly answer why Purple, and which Purple mattress.

Speaker #3: Within e-commerce, we continue to make improvements to the consumer journey throughout the quarter. It was a series of enhancements designed to make it easier for consumers to research, compare, and ultimately choose the right Purple mattress, while better understanding why our technology is so unique.

Rob DeMartini: Within e-commerce, we continued to make improvements to the consumer journey throughout the quarter. It was a series of enhancements designed to make it easier for consumers to reach, to research, compare, and ultimately choose the right Purple mattress while better understanding why our technology is so unique. These enhancements include improved product comparison tools, refined site navigation, and new content and landing pages designed to better educate consumers. We are also improving how Purple shows up across traditional search and AI-powered tools, where consumers are increasingly beginning their research. The goal is not simply to drive traffic, it is to bring more informed consumers into the purchase journey and help them understand how Purple's GelFlex Grid delivers a better sleep experience. We have now experienced three consecutive quarters of sequential improvement within e-commerce, supported by better marketing execution and stronger performance on Amazon.

Robert DeMartini: Within e-commerce, we continued to make improvements to the consumer journey throughout the quarter. It was a series of enhancements designed to make it easier for consumers to reach, to research, compare, and ultimately choose the right Purple mattress while better understanding why our technology is so unique. These enhancements include improved product comparison tools, refined site navigation, and new content and landing pages designed to better educate consumers. We are also improving how Purple shows up across traditional search and AI-powered tools, where consumers are increasingly beginning their research. The goal is not simply to drive traffic, it is to bring more informed consumers into the purchase journey and help them understand how Purple's GelFlex Grid delivers a better sleep experience. We have now experienced three consecutive quarters of sequential improvement within e-commerce, supported by better marketing execution and stronger performance on Amazon.

Speaker #3: These enhancements include improved product comparison tools, refined site navigation, and new content and landing pages designed to better educate consumers. We're also improving how Purple shows up across traditional search and AI-powered tools, where consumers are increasingly beginning their research.

Speaker #3: The goal is not simply to drive traffic; it's to bring more informed consumers into the purchase journey and help them understand how Purple's GelFlex grid delivers a better sleep experience.

Speaker #3: We've now experienced three consecutive quarters of sequential improvement within e-commerce, supported by better marketing execution and stronger performance on Amazon. Second, delivering better sleep through product experience and expanded distribution.

Rob DeMartini: Second, delivering better sleep through product experience and expanded distribution. Our innovation continues to differentiate Purple in the marketplace, and we remain encouraged by the continued performance of our premium portfolio. During the quarter, our premium products continued to perform well, with Rejuvenate remaining the strongest performing collection, particularly in our showroom channel. Within our showroom business, Rejuvenate 2.0 continues to account for more than half of total mattress revenue, underscoring the strength of our premium positioning and the consumer's willingness to invest in better sleep products. Beyond mattresses, our pillow business continued to deliver strong results, reinforcing the broader appeal of the Purple brand and providing additional opportunities to introduce new consumers to our GelFlex Grid technology. While the overall mattress category remained under pressure, we continue to believe our premium innovation positions us well for long-term growth.

Robert DeMartini: Second, delivering better sleep through product experience and expanded distribution. Our innovation continues to differentiate Purple in the marketplace, and we remain encouraged by the continued performance of our premium portfolio. During the quarter, our premium products continued to perform well, with Rejuvenate remaining the strongest performing collection, particularly in our showroom channel. Within our showroom business, Rejuvenate 2.0 continues to account for more than half of total mattress revenue, underscoring the strength of our premium positioning and the consumer's willingness to invest in better sleep products. Beyond mattresses, our pillow business continued to deliver strong results, reinforcing the broader appeal of the Purple brand and providing additional opportunities to introduce new consumers to our GelFlex Grid technology. While the overall mattress category remained under pressure, we continue to believe our premium innovation positions us well for long-term growth.

Speaker #3: Our innovation continues to differentiate Purple in the marketplace, and we remain encouraged by the continued performance of our premium portfolio. During the quarter, our premium products continued to perform well, with Rejuvenate remaining the strongest-performing collection, particularly in our showroom channel.

Speaker #3: Within our showroom business, rejuvenate 2.0 continues to account for more than half of total mattress revenue, underscoring the strength of our premium positioning and the consumer's willingness to invest in better sleep products.

Speaker #3: Beyond mattresses, our pillow business continued to deliver strong results, reinforcing the broader appeal of the Purple brand and providing additional opportunities to introduce new consumers to our GelFlex Grid technology.

Speaker #3: While the overall mattress category remained under pressure, we continue to believe our premium innovation positions us well for long-term growth. Beyond the product itself, we're continuing to invest in customer experience across every touchpoint.

Rob DeMartini: Beyond the product itself, we are continuing to invest in customer experience across every touch point. Our showrooms are the clearest proof point for our product. When consumers experience the GelFlex Grid in person, and our teams can explain the difference, we see better conversion and a stronger premium mix. That was evident again in Q2 with showroom sales up strongly. This reinforces something that we have believed for a long time. When consumers experience the GelFlex Grid firsthand and understand how it differs from traditional foam, Purple wins. Turning to distribution, expanding and strengthening our network remains an important component of our long-term growth strategy. Our own retail footprint expanded during the quarter with the opening of one new showroom and the relocation of another, both of which are performing well.

Robert DeMartini: Beyond the product itself, we are continuing to invest in customer experience across every touch point. Our showrooms are the clearest proof point for our product. When consumers experience the GelFlex Grid in person, and our teams can explain the difference, we see better conversion and a stronger premium mix. That was evident again in Q2 with showroom sales up strongly. This reinforces something that we have believed for a long time. When consumers experience the GelFlex Grid firsthand and understand how it differs from traditional foam, Purple wins. Turning to distribution, expanding and strengthening our network remains an important component of our long-term growth strategy. Our own retail footprint expanded during the quarter with the opening of one new showroom and the relocation of another, both of which are performing well.

Speaker #3: Our showrooms are the clearest proof point for our product, when consumers experience the GelFlex grid in person and our teams can explain the difference, we see better conversion and a stronger premium mix.

Speaker #3: That was evident again in the second quarter, with showroom sales up strongly. This reinforces something that we've believed for a long time: when consumers experience the GelFlex grid firsthand and understand how it differs from traditional foam, Purple wins.

Speaker #3: Turning to distribution, expanding and strengthening our network remains an important component of our long-term growth strategy. Our owned retail footprint expanded during the quarter with the opening of one new showroom and the relocation of another, both of which are performing well.

Speaker #3: Looking ahead, we remain on track to open five additional showrooms before year-end, as we refine our real estate strategy and shift toward more productive, open-air retail locations that better align with evolving consumer shopping trends.

Rob DeMartini: Looking ahead, we remain on track to open five additional showrooms before year-end, as we refine our real estate strategy and shift towards more productive, open air retail locations that better align with evolving consumer shopping trends. We are planning a broader growth of the store fleet in fiscal 2027 with 12 to 16 additional locations. Our job is to scale the model thoughtfully so it can become a more meaningful contributor to Purple's growth. As we expand our showrooms, we continue to deepen our presence with key wholesale partners. The rollout of Purple Royale at Mattress Firm was completed during Q2. Costco continued to perform well during the quarter, and year-to-date volume was well ahead of last year, and we continue to see meaningful opportunity with this partner. Amazon also had another strong quarter, delivering double-digit growth as we further optimized our product assortment and fulfillment strategy.

Robert DeMartini: Looking ahead, we remain on track to open five additional showrooms before year-end, as we refine our real estate strategy and shift towards more productive, open air retail locations that better align with evolving consumer shopping trends. We are planning a broader growth of the store fleet in fiscal 2027 with 12 to 16 additional locations. Our job is to scale the model thoughtfully so it can become a more meaningful contributor to Purple's growth. As we expand our showrooms, we continue to deepen our presence with key wholesale partners. The rollout of Purple Royale at Mattress Firm was completed during Q2. Costco continued to perform well during the quarter, and year-to-date volume was well ahead of last year, and we continue to see meaningful opportunity with this partner. Amazon also had another strong quarter, delivering double-digit growth as we further optimized our product assortment and fulfillment strategy.

Speaker #3: We're planning a broader growth of the store fleet in fiscal 2027, with 12 to 16 additional locations. Our job is to scale the model thoughtfully so it can become a more meaningful contributor to Purple's growth.

Speaker #3: As we expand our showrooms, we continue to deepen our presence with key wholesale partners, the rollout of Purple Royale at Mattress Firm was completed during the second quarter.

Speaker #3: Costco continued to perform well during the quarter, and year-to-date volume was well ahead of last year. We continue to see meaningful opportunity with this partner.

Speaker #3: Amazon also had another strong quarter, delivering double-digit growth as we further optimized our product assortment and fulfillment strategy. Now, let's talk about the third pillar—executing with financial discipline.

Rob DeMartini: Now let's talk about the third pillar, executing with financial discipline. Over the past year, we have taken meaningful steps to improve the efficiency of the business. Those efforts continue to support stronger profitability. During Q2, we delivered higher gross margins and profitability above last year, despite lower sales. We took pricing action in June to help offset commodity and logistics inflation and preserve gross margins going forward. Our sourcing teams continue to identify additional opportunities to improve costs through supplier diversification and operational efficiencies. As we move into H2, the demand environment remains uncertain, but we are operating from a stronger foundation. We expect to benefit from continued operational improvements, additional sourcing initiatives, and the continued development of our premium product portfolio. Before I turn it over to Rob, one other update.

Robert DeMartini: Now let's talk about the third pillar, executing with financial discipline. Over the past year, we have taken meaningful steps to improve the efficiency of the business. Those efforts continue to support stronger profitability. During Q2, we delivered higher gross margins and profitability above last year, despite lower sales. We took pricing action in June to help offset commodity and logistics inflation and preserve gross margins going forward. Our sourcing teams continue to identify additional opportunities to improve costs through supplier diversification and operational efficiencies. As we move into H2, the demand environment remains uncertain, but we are operating from a stronger foundation. We expect to benefit from continued operational improvements, additional sourcing initiatives, and the continued development of our premium product portfolio. Before I turn it over to Rob, one other update.

Speaker #3: Over the past year, we've taken meaningful steps to improve the efficiency of the business. Those efforts continue to support stronger profitability. During the second quarter, we delivered higher gross margins and profitability above last year, despite lower sales.

Speaker #3: We took pricing action in June to help offset commodity and logistics inflation and preserve gross margins going forward. Our sourcing teams continue to identify additional opportunities to improve costs through supplier diversification and operational efficiencies.

Speaker #3: As we move into the second half, the demand environment remains uncertain, but we are operating from a stronger foundation. We expect to benefit from continued operational improvements, additional sourcing initiatives, and the continued development of our premium product portfolio.

Speaker #3: Before I turn it over to Bob, one other update. Following the reverse stock split in July, last Friday, Nasdaq confirmed that Purple has regained compliance with its minimum bid price requirement, and that matter is now behind us.

Rob DeMartini: Following the reverse stock split in July, last Friday, Nasdaq confirmed that Purple has regained compliance with its minimum bid price requirement, and that matter is now behind us. With that, I will turn the call over to Rob.

Robert DeMartini: Following the reverse stock split in July, last Friday, Nasdaq confirmed that Purple has regained compliance with its minimum bid price requirement, and that matter is now behind us. With that, I will turn the call over to Rob.

Speaker #3: And with that, I'll turn the call over to Bob.

Speaker #2: Thank you, Rob, and good afternoon, everyone. Before I walk through the financials, I’d like to briefly address the change in the presentation of certain costs in our reporting results.

Robert Lucian: Thank you, Rob, and good afternoon, everyone. Before I walk through the financials, I would like to briefly address the change in the presentation of certain costs on our reporting results. Beginning this quarter, merchant credit card processing and third-party consumer financing fees are no longer classified within cost of revenues and are now being presented in marketing and sales expense. This presentation is consistent with industry practice and makes our gross margins more comparable to our industry peers. In the second quarter, the reclassification increased GAAP gross margin by 505 basis points, with a corresponding 505 basis point increase in marketing and sales expense. This change does not impact previously reported revenue, operating loss, adjusted EBITDA, or cash flow. To make the periods easier to compare, our Form 10-Q includes supplemental schedules presenting prior periods under the revised classification.

Speaker #2: Beginning this quarter, merchant credit card processing and third-party consumer financing fees are no longer classified within cost of revenues and are now being presented in marketing and sales expense.

Speaker #2: This presentation is consistent with industry practice and makes our gross margins more comparable to our industry peers. In the second quarter, the reclassification increased gap gross margin by 505 basis points, with a corresponding 505 basis point increase in marketing and sales expense.

Speaker #2: This change does not impact previously reported revenue, operating loss, adjusted EBITDA, or cash flow. To make the periods easier to compare, our form 10-Q includes supplemental schedules, presenting prior periods under the revised classification.

Speaker #2: Net revenue for the second quarter was 98.3 million dollars, down 6.5% from 105.1 million dollars in the prior year period. The decrease was primarily driven by lower wholesale revenue, partially offset by strong growth in showroom revenue.

Robert Lucian: Net revenue for the second quarter was $98.3 million, down 6.5% from $105.1 million in the prior year period. The decrease was primarily driven by lower wholesale revenue, partially offset by strong growth in showroom revenue. By channel, direct-to-consumer, or DTC, net revenue for the quarter was $60.9 million, up 3.4%, compared with $58.9 million last year. Within DTC, showroom revenue increased 16.6% to $18.4 million, marking the fourth consecutive quarter of year-over-year growth. Comparable revenue in stores open for at least one year increased 18%, reflecting continued strength in Rejuvenate and improving traffic and conversion. The second quarter also marked the fourth consecutive quarter of positive comps. E-commerce revenue decreased 1.4% to $42.5 million, improving sequentially for the third consecutive quarter. The decrease was primarily attributable to lower mattress revenue, partially offset by growth in pillows and cushions, and continued strength at Amazon.

Speaker #2: By channel, direct-to-consumer, or DTC, net revenue for the quarter was $60.9 million, up 3.4% compared with $58.9 million last year. Within DTC, showroom revenue increased 16.6% to $18.4 million, marking the fourth consecutive quarter of year-over-year growth.

Speaker #2: Comparable revenue in stores opened for at least one year increased 18%, reflecting continued strength in Rejuvenate and improving traffic and conversion. The second quarter also marked the fourth consecutive quarter of positive comps.

Speaker #2: E-commerce revenue decreased 1.4% to $42.5 million, improving sequentially for the third consecutive quarter. The decrease was primarily attributable to lower mattress revenue, partially offset by growth in pillows and cushions and continued strength at Amazon.

Speaker #2: June was especially strong, given the shift of Prime Days from July into June this year. Wholesale revenue decreased 19.1% to $37.4 million from $46.2 million last year.

Robert Lucian: June was especially strong given the shift of Prime Day from July into June this year. Wholesale revenue decreased 19.1% to $37.4 million from $46.2 million last year. The decrease reflected a $5.3 million increase in certain payments to customers and a manufacturer under control with a customer. These payments represent consideration paid to a customer and are recorded as a reduction in revenue. In addition, we had a $3.5 million decrease in wholesale sales volume related to lower industry demand. GAAP gross profit increased 4.5% to $44.4 million compared with $42.5 million last year. GAAP gross margin was 45.2%, up approximately 470 basis points from 40.5% last year. The improvement in gross margin primarily reflected a $5.3 million IEEPA tariff refund received in the quarter and year-over-year tariff mitigation from sourcing projects, favorable inventory adjustments, and lower scrap.

Speaker #2: The decrease reflected a $5.3 million increase in certain payments to customers and a manufacturer under control with a customer. These payments represent consideration paid to a customer and are recorded as a reduction in revenue.

Speaker #2: In addition, we had a $3.5 million decrease in wholesale sales volume, related to lower industry demand. Gap gross profit increased 4.5% to $44.4 million, compared with $42.5 million last year.

Speaker #2: Gap gross margin was 45.2%, up approximately 470 basis points from 40.5% last year. The improvement in gross margin, primarily reflected a 5.3 million dollar IEPA tariff refund received in the quarter, and year-over-year tariff mitigation from sourcing projects, favorable inventory adjustments, and lower scrap.

Speaker #2: These benefits were partially offset by higher freight and material costs, higher wholesale discounting, and lower volume leverage. We also took pricing during the second quarter to help offset higher input and freight costs and preserve gross margins moving forward.

Robert Lucian: These benefits were partially offset by higher freight and material costs, higher wholesale discounting, and lower volume leverage. We also took pricing during the second quarter to help offset higher input and freight costs and preserve gross margins moving forward. Because the increases did not impact revenue until the second week of June and take longer to flow through for certain customers, the benefit to the second quarter was limited. We expect to see a more meaningful impact in the second half of the year from these pricing actions. Operating expenses for the quarter were approximately $48.7 million, down $8.1 million or 14.3% from $56.8 million last year. Approximately half of the improvement was due to non-recurrence of restructuring, impairment, and other related charges recorded in the prior period.

Speaker #2: Because the increases did not impact revenue until the second week of June, and take longer to flow through for certain customers, the benefits this second quarter were limited.

Speaker #2: We expect to see a more meaningful impact in the second half of the year from these pricing actions. Operating expenses for the quarter were approximately $48.7 million, down $8.1 million, or 14.3%, from $56.8 million last year.

Speaker #2: Approximately half of the improvement was due to the non-recurrence of restructuring, impairment, and other related charges recorded in the prior period. The other half of the dollar reduction primarily reflected lower payroll-related expenses, following a number of workforce reduction efforts over the last 12 months.

Robert Lucian: The other half of the dollar reduction primarily reflected lower payroll-related expenses following a number of workforce reduction efforts over the last 12 months, lower professional service expenses, and continued discipline across the business. GAAP net loss was $3.2 million, a $14.1 million improvement versus last year. GAAP net loss per share was $0.74 compared to a GAAP net loss per share of $4.01 in the prior period. Adjusted EBITDA was $2.1 million, a notable improvement of $4.4 million from an adjusted EBITDA loss of $2.4 million in the prior year period. For more details, please see the reconciliation of GAAP net loss to adjusted EBITDA in today's press release. We ended the quarter with cash and cash equivalents of $23.3 million compared with $24.3 million on 31 December 2025.

Speaker #2: Lower professional service expenses and continued discipline across the business. Gap net loss was $3.2 million, a $14.1 million improvement versus last year.

Speaker #2: GAAP net loss per share was $0.74, compared to a GAAP net loss per share of $4.01 in the prior period. Adjusted EBITDA was $2.1 million, a notable improvement of $4.4 million from an adjusted EBITDA loss of $2.4 million in the prior year period.

Speaker #2: For more details, please see the reconciliation of GAAP net loss to adjusted EBITDA in today's press release. We ended the quarter with cash and cash equivalents of $23.3 million, compared with $24.3 million on December 31, 2025.

Speaker #2: Net inventories were 55.4 million dollars, down 4.3 million dollars compared to December 31, 2025, reflecting continued discipline inventory management and improving working capital efficiency.

Robert Lucian: Net inventories were $55.4 million, down $4.3 million compared to 31 December 2025, reflecting continued disciplined inventory management and improving working capital efficiency. Cash flow from operations was positive for the second straight quarter and totals $3.6 million through the first six months of fiscal 2026. This was a $30.7 million improvement over previous year's H1 results, which are typically challenged due to the seasonality of our business. Capital spending in the first six months was $3.6 million, supporting showroom expansion and investments in our manufacturing operations. Finally, turning to our outlook. Given the continued softness in the category, particularly in wholesale, we are lowering our revenue guidance in the range of $420 million to $440 million. Importantly, the continued strength of our DTC business, coupled with our cost discipline, gives us confidence in our outlook to deliver fiscal year adjusted EBITDA of $20 to $25 million.

Speaker #2: Cash flow from operations was positive for the second straight quarter, and total 3.6 million dollars through the first six months of fiscal 2026. This was a 30.7 million dollar improvement over previous year's first half results, which are typically challenged due to the seasonality of our business.

Speaker #2: Capital spending in the first six months was $3.6 million, supporting showroom expansion and investments in our manufacturing operations. Finally, turning to our outlook.

Speaker #2: Given the continued softness in the category, particularly in wholesale, we are lowering our revenue guidance to a range of $420 million to $440 million.

Speaker #2: Importantly, the continued strength of our DTC business, coupled with our cost discipline, gives us confidence in our outlook to deliver fiscal year adjusted EBITDA of $20 to $25 million.

Speaker #2: Please note that we are revising our fiscal year 2026 gross margin target from approximately 40% to approximately 45% to reflect the reclassification of merchant credit card processing and third-party consumer financing fees from cost of revenues to marketing and sales expense.

Robert Lucian: Please note that we are revising our fiscal year 2026 gross margin target from approximately 40% to approximately 45% to reflect the reclassification of merchant credit card processing and third-party consumer financing fees from cost of revenues to marketing and sales expense. We continue to expect gross margins to improve through the H2 of the year as seasonal volumes increase, price increases to offset inflation are fully realized, and our ongoing sourcing and productivity initiatives continue to take hold. While we are not satisfied with the current level of revenue, we believe the improvements in profitability, cash generation, and operating discipline demonstrate that Purple is operating from a stronger foundation versus last fiscal year. With that, I'll turn the call back to the operator for questions.

Speaker #2: We continue to expect gross margins to improve through the second half of the year as seasonal volumes increase. Price increases to offset inflation are fully sourcing, and productivity initiatives continue to take hold.

Speaker #2: While we are not satisfied with the current level of revenue, we believe the improvements in profitability, cash generation, and operating discipline demonstrate the purpose operating from a stronger foundation versus last fiscal year.

Speaker #2: With that, I'll turn the call back to the operator for questions.

Speaker #1: We will now begin the question and answer session. Please limit yourself to one question and one follow-up. If you would like to ask a question, please press star one to raise your hand.

Operator: We will now begin the question and answer session. Please limit yourself to one question and one follow-up. If you would like to ask a question, please press star one to raise your hand. To withdraw your question, press star one again. We ask that you pick up your handset when asking a question to allow for optimum sound quality. If you are muted locally, please remember to unmute your device. Please stand by while we compile the Q&A roster. Your first question comes from the line of Matt Koranda with ROTH Capital. Your line is now open. Please go ahead.

Speaker #1: To withdraw your question, press star one again. We ask that you pick up your handset when asking a question to allow for optimum sound quality.

Speaker #1: If you are muted locally, please remember to unmute your device. Please stand by while we compile the Q&A roster. Your first question comes from the line of Matt Koranda with Ross Capital.

Speaker #1: Your line is now open. Please go ahead.

Speaker #3: Hi guys, thanks. I guess, just in terms of the reduced sales guide, is that all coming from a weaker wholesale channel? Are you assuming, I guess, that DTC sales continue to grow, just given the strength that you highlighted in showroom?

Matt Koranda: Hey, guys. Thanks. I guess, just in terms of the reduced sales guide, is that all coming from a weaker wholesale channel? Are you assuming, I guess, that DTC sales continue to grow, just given the strength that you highlighted in showroom? Then, I guess, how do the pricing actions from June offset the volume declines in the back half of the year? Just trying to kind of fit it all together here.

Speaker #3: And then I guess how do the pricing actions from June offset the volume declines in the back half of the year? Just trying to kind of fit it all together here.

Speaker #2: Thanks, Matt. A couple of questions there. Let me take them backwards, because that's how I'm remembering them. So, we did some elasticity assumptions when we put the pricing in.

Rob DeMartini: Thanks, Matt. A couple questions there. Let me take them backwards because that's how I'm remembering them. We did some elasticity assumptions when we put the pricing in. I will tell you what we saw right after those started to take effect, is that the reaction from the consumer was a little bit more downward than we would've expected or had we seen previously. We really need to get through Labor Day to figure out how they respond before we can read them. But to your first question, primarily the reduction is our wholesale business, and that's what allows us to keep our profit guide at the bottom half of it in the same place of where it was, and really just taking off some of the top. We had previously been at 20 to 30.

Robert DeMartini: Thanks, Matt. A couple questions there. Let me take them backwards because that's how I'm remembering them. We did some elasticity assumptions when we put the pricing in. I will tell you what we saw right after those started to take effect, is that the reaction from the consumer was a little bit more downward than we would've expected or had we seen previously. We really need to get through Labor Day to figure out how they respond before we can read them. But to your first question, primarily the reduction is our wholesale business, and that's what allows us to keep our profit guide at the bottom half of it in the same place of where it was, and really just taking off some of the top. We had previously been at 20 to 30.

Speaker #2: I will tell you what we saw in right after those started to take effect is that the reaction from the consumer was a little bit more downward than we would have expected or had we seen previously.

Speaker #2: We really need to get through Labor Day to figure out how they respond before we can read them. But to your first question, primarily the reduction is our wholesale business, and that's what allows us to keep our profit guide at the bottom half of it in the same place of where it was and really just taking off some of the top.

Speaker #2: We had previously been at 20 to 30.

Speaker #3: Okay. All right. Got it.

Matt Koranda: Okay. All right. Got it.

Speaker #2: Does that make sense? I think I missed the middle question. Remind me what the middle one was.

Rob DeMartini: Does that make sense?

Robert DeMartini: Does that make sense?

Matt Koranda: Yeah.

Rob DeMartini: I think I missed the middle question. Remind me what the middle was.

Robert DeMartini: I think I missed the middle question. Remind me what the middle was.

Speaker #3: No, I think it was just that I think you kind of buried it in there, but I was asking if DTC sales are still going to grow in the outlook in the back half of the year.

Matt Koranda: No, I think it was just that, I think you kind of buried it in there, but I was asking if DTC sales are still going to grow in the outlook in the back half of the year, if you were to kind of look at the channel.

Speaker #3: If you were to kind of look at the channel.

Speaker #2: Yeah, Q3 will be a little bit tricky because we had some delivery issues last year with the launch of Rejuvenate. But we're still very confident in our showroom business, and very encouraged by the fact that e-comm keeps getting closer and closer to flat.

Rob DeMartini: Yeah. Q3 will be a little bit tricky because we had some delivery issues last year with the launch of Rejuvenate, but we're still very confident in our showroom business and very encouraged by the fact that e-com keeps getting closer to flat. We were down 1.4% in the quarter, and the back half tends to be more important to both of those businesses.

Robert DeMartini: Yeah. Q3 will be a little bit tricky because we had some delivery issues last year with the launch of Rejuvenate, but we're still very confident in our showroom business and very encouraged by the fact that e-com keeps getting closer to flat. We were down 1.4% in the quarter, and the back half tends to be more important to both of those businesses.

Speaker #2: We were down 1.4% in the quarter, and the back half tends to be more important to both of those businesses.

Speaker #3: Yeah, okay. And then my second question, I guess, was just in terms of the implied EBITDA guide for the back half. Maybe, Bob, if you want to take sort of conversion to free cash flow, how we should be thinking about the working capital needs or flush for the remainder of the year.

Matt Koranda: Yeah. Okay. My second question, I guess, was just in terms of the implied EBITDA guide for the back half. Maybe Rob, if you want to take sort of conversion to free cash flow, how we should be thinking about sort of the working capital needs or flush for the remainder of the year, and how that might impact cash flow for Q3 and Q4.

Speaker #3: And how that might impact cash flow for 3Q, 4Q?

Speaker #2: Well, I would expect that in Q3, we're going to see, probably just given the seasonality of where Labor Day is and where the shipments come in for that, we'll see a small—we could potentially see a small step back from an operating cash flow perspective.

Robert Lucian: I would expect that in Q3 we are going to see probably, just given the seasonality of where Labor Day is and where the shipments come in for that, we could potentially see a small step back from an operating cash flow perspective. But then we typically will see a very large increase in Q4 that will keep us positive for the entire year.

Speaker #2: But then we typically will see a very large increase in Q4 that will keep us positive for the entire year.

Speaker #3: Got it. Okay, I'll turn it over to others. Thanks.

Matt Koranda: Got it. Okay. I will turn it over to others. Thanks.

Speaker #2: All right. Thank you, Matt.

Rob DeMartini: All right. Thank you, Matt.

Robert DeMartini: All right. Thank you, Matt.

Speaker #1: Your next question comes from the line of Brad Thomas with KeyBank Capital Markets. Your line is now open; please go ahead.

Operator: Your next question comes from the line of Brad Thomas with KeyBanc Capital Markets. Your line is now open. Please go ahead.

Speaker #4: Good afternoon, Rob. Good afternoon, Bob. Thanks for taking the question.

Brad Thomas: Good afternoon, Rob. Good afternoon, Bob. Thanks for taking the question.

Speaker #2: Hi, Brad.

Robert Lucian: Hi, Brad.

Speaker #4: I wanted to just ask about the performance in your showrooms relative to the rest of the market. If our data is correct, this is at least the sixth consecutive quarter that same store sales has had positive growth, if not some really strong positive growth.

Brad Thomas: I wanted to just ask about the performance in your showrooms relative to the rest of the market. If our data is correct, this is at least the sixth consecutive quarter that same store sales has had positive growth, if not some really strong positive growth as it did this quarter, that I think really is very encouraging to see. I was wondering if you could just help talk about perhaps why some of your partners in the wholesale channel maybe aren't performing quite as well as what you've been able to deliver in your own showrooms. Thanks.

Speaker #4: Did this quarter that I think really is very encouraging to see. And I was wondering if you could just help talk about perhaps why some of your partners in the wholesale channel, maybe aren't performing quite as well as what you've been able to deliver in your own showrooms.

Speaker #4: Thanks.

Rob DeMartini: Thanks, Brad. A couple of things. I think Q2, the 16.6% or 18% comp sales were helped a little bit by what I just referenced in Matt's question is some written sales last year that didn't deliver until outside the quarter. But the core of that business, certainly 12% or more of that 18%, is growth of the premium product portfolio. I don't want to comment on our partners' business and how they do it, but I know when we get people in stores onto our beds and we can explain the technology, what look like very expensive products become things they want to buy when they realize the benefit they're going to get out of it. We've always known showrooms is the stickiest of all of our businesses, then probably wholesale, then e-com, where it tends to be a little bit more transactional. But that's what's behind it.

Robert DeMartini: Thanks, Brad. A couple of things. I think Q2, the 16.6% or 18% comp sales were helped a little bit by what I just referenced in Matt's question is some written sales last year that didn't deliver until outside the quarter. But the core of that business, certainly 12% or more of that 18%, is growth of the premium product portfolio. I don't want to comment on our partners' business and how they do it, but I know when we get people in stores onto our beds and we can explain the technology, what look like very expensive products become things they want to buy when they realize the benefit they're going to get out of it. We've always known showrooms is the stickiest of all of our businesses, then probably wholesale, then e-com, where it tends to be a little bit more transactional. But that's what's behind it.

Speaker #2: I think Q2, the 16.6 or 18 percent comp sales were helped a little bit by what I just referenced in Matt's question—some written sales last year that didn't deliver until outside the quarter.

Speaker #2: But the core of that business—certainly 12% or more of that 18%—is growth of the premium product portfolio. I can't comment on, and I don't want to comment on, our partners' business and how they do it, but I know when we get people in stores onto our beds and we can explain the technology, what looked like very expensive products become things they want to buy when they realize the benefit they're going to get out of it.

Speaker #2: And we've always known showrooms as the stickiest of all of our businesses—then probably wholesale, then e-com, where it tends to be a little bit more transactional.

Speaker #2: But that's what's behind it. I think—I know—we've got four quarters in a row of positive comps in that channel, and we do expect that to continue.

Rob DeMartini: I know we have four quarters in a row of positive comps in that channel, and we do expect that to continue.

Robert DeMartini: I know we have four quarters in a row of positive comps in that channel, and we do expect that to continue.

Speaker #4: I appreciate that, and obviously, it's really a nice bright spot here. In your execution—maybe if I just move over to the environment with raw material prices having gone up—can you just speak a little bit to pricing, how much that's running up, and the potential needs to do more on the pricing front in the back half?

Brad Thomas: I appreciate that, and obviously really a nice bright spot here, in your execution. Maybe if I just move over to the environment with raw material prices having gone up. Can you just speak a little bit to pricing and how much that is running up and the potential needs to do more on the pricing front in the back half? Thank you.

Speaker #4: Thank you.

Speaker #2: Yeah. We took prices up in towards the middle of June between 8 and 10 percent across the mattresses and pillows. The expectation is that where we're and we're seeing prices, obviously, move all over the place right now with what's going on over in Iran.

Robert Lucian: Yeah, we took prices up towards the middle of June, between 8% and 10% across mattresses and pillows. The expectation is that we are. We are seeing prices obviously move all over the place right now with what is going on over in Iran. One of the biggest challenges we see from a pricing perspective or a cost perspective is mineral oil, which is a large component of the GelFlex Grid. We are priced to where we think that is going to end up kind of averaging out over the back half of this year. Obviously, if it gets a lot worse than that, we would take additional pricing, but right now we feel like we are covered both for those costs as well as preserving the margin that goes along with the price increase.

Speaker #2: One of the biggest challenges we see from a pricing perspective, or a cost perspective, is mineral oil, which is a large component of the GelFlex Grid.

Speaker #2: And we are priced to where we think that's going to end up kind of averaging out over the back half of this year. Obviously, if it gets a lot worse than that, we would take additional pricing.

Speaker #2: But right now, we feel like we're covered both for those costs, as well as preserving the margin that goes along with the price increase.

Speaker #4: That's very helpful. Thanks so much.

Brad Thomas: That is very helpful. Thanks so much.

Speaker #2: Thank you, Brad.

Rob DeMartini: Thank you, Brad.

Robert DeMartini: Thank you, Brad.

Speaker #1: Your next question comes from the line of Brian Nagel with Oppenheimer. Your line is now open; please go ahead.

Operator: Your next question comes from the line of Brian Nagel with Oppenheimer. Your line is now open. Please go ahead.

Speaker #5: Hey, guys. Good afternoon.

Brian Nagel: Hey, guys. Good afternoon.

Speaker #2: Hey, Brian. So, the first question I...

Rob DeMartini: Hey, Brian.

Robert DeMartini: Hey, Brian.

Brian Nagel: So the first question I have, can you just explain further? In the prepared comments you talked about the impact to the wholesale sales and what sales would have been. Can you just explain further what that is? It sounds like it was a marketing expenditure, but then that affected revenue growth. So I guess just explain further what it is, and then the question is this a one-time or one-time adjustment?

Speaker #5: Can you just explain further— in your prepared comments, you talked about the impact to wholesale sales and what the sales would have been?

Speaker #5: Can you just explain for me what that is? It sounds like it was a marketing expenditure, but then that affected revenue growth. So I guess just explain further what it is.

Speaker #5: And then the question is, is this a one-time or one-time adjustment?

Speaker #2: This represented a co-op advertising program that we entered into with a number of our wholesale customers. If you write a customer a check for anything, it's considered contra revenue.

Robert Lucian: This represented a co-op advertising that we entered into with a number of our wholesale customers, where if you write a customer a check for anything, it is contra revenue. So as a result, that is some investment that we did over the Memorial Day and Fourth of July period. So we did more of that in this last quarter that we just finished. As a result of those payments to those customers, and also last quarter, if you recall, we have a company owned by Somnigroup International selling to another company owned by Somnigroup International, Mattress Firm, some of our products, and those are also deemed a related party transaction, and those are also payments to customers. So a combination of those things make up that $5.3 million I mentioned in my prepared remarks, and those are all just reductions to revenue.

Speaker #2: So as a result, that's some investment that we did over the Memorial Day and Labor Day period, sorry, not Labor Day, sorry, 4th of July period.

Speaker #2: So, we did more of that in this last quarter that we just finished. And as a result of those payments to those customers—and also, last quarter, if you recall, we had a company owned by SGI selling to another company owned by SGI, Mattress Firm, some of our products.

Speaker #2: And those are also deemed related party transactions. And those are also payments to customers. So a combination of those things make up that $5.3 million I mentioned in my prepared remarks.

Speaker #2: And those are all just reductions to revenue.

Speaker #5: Got it. So the question is, is this something we should expect going forward, too?

Brian Nagel: Got it. Is this something we should expect going forward too?

Speaker #2: Yeah, I think—I mean, the SGI relationship, we've gotten clear with our accountants, and we know how to treat it now, and we'll be projecting it accordingly.

Rob DeMartini: Well, I think, the Somnigroup International relationship, we have gotten clear with our accountants, and we know how to treat it now, and we will be projecting it accordingly. I think what you are seeing is a change in practice where the burden that a vendor needs to produce results from co-op advertising is higher now that you have to reflect it as a direct reduction in sales. We have just got to make good choices with our customers and invest in things that grow the business for both of us, and we remain committed to do that. I think the burden of proof is just a bit higher than it used to be.

Robert DeMartini: Well, I think, the Somnigroup International relationship, we have gotten clear with our accountants, and we know how to treat it now, and we will be projecting it accordingly. I think what you are seeing is a change in practice where the burden that a vendor needs to produce results from co-op advertising is higher now that you have to reflect it as a direct reduction in sales. We have just got to make good choices with our customers and invest in things that grow the business for both of us, and we remain committed to do that. I think the burden of proof is just a bit higher than it used to be.

Speaker #2: I think what you are seeing is a change in practice, where the burden that a vendor needs to produce—results from co-op advertising—is higher, now that you have to reflect it as a direct reduction in sales.

Speaker #2: We've just got to make good choices with our customers and invest in things that grow the business for both of us. And we remain committed to doing that.

Speaker #2: I think the burden of proof is just a bit higher than it used to be.

Speaker #5: So, to be clear, you're still moving, I guess, the unit sales—that's maybe that one. The unit sales would be better there.

Brian Nagel: To be clear, you're still moving, I guess, the unit sales would be better. That's maybe that one. The unit sales would be better there.

Speaker #5: They get advantaged by this payment. Yeah.

Rob DeMartini: Yeah

Robert DeMartini: Yeah

Brian Nagel: despite this payment then. Yeah.

Speaker #2: Yeah. That's why, if you look at my remarks, the 19% in wholesale—about 10 points of that is contra revenue situation—where the core unit volume, and again, I'm not speaking to mix, so this may not be exact, but the business operationally was down about 8%, not 19%.

Rob DeMartini: That's why if you look at my remarks, the 19% in wholesale, about 10 points of that is contra revenue situation where the core unit volume, and again, I'm not speaking to mix, so this may not be exact, but the business operationally was down by 8%, not 19%.

Robert DeMartini: That's why if you look at my remarks, the 19% in wholesale, about 10 points of that is contra revenue situation where the core unit volume, and again, I'm not speaking to mix, so this may not be exact, but the business operationally was down by 8%, not 19%.

Speaker #5: Got it.

Brian Nagel: Got it.

Speaker #2: The important piece on—yeah, the important piece on any co-op advertising revenue is that it provides a good enough return on ad spend to just pay itself out, not on a revenue basis, but on a profit basis.

Robert Lucian: The important piece on any co-op advertising revenue is that it provides a good enough return on ad spend to just pay itself out, not on a revenue basis, but on a profit basis.

Speaker #5: Yeah, yeah, that makes sense. And then I guess my follow-up question, different topic—you mentioned the tariff refunds in your prepared comments. So I guess, can you just talk about what that amount was?

Rob DeMartini: Yeah.

Robert DeMartini: Yeah.

Brian Nagel: Yep, that makes sense. I guess my follow-up question, different topic, you mentioned the tariff refunds in your prepared comments. Can you just talk about what that amount was? Do you still have more tariff refunds potentially coming, and how should we think about what Purple was doing with those refunds?

Speaker #5: Are there—do you still have more tariff refunds potentially coming? And how should we think about what Purple was doing with those refunds?

Speaker #2: Yeah. The amount that we received that went into COGS was $5.3 million. And that was—we got 100% of what we were eligible for that we applied for.

Robert Lucian: Yeah, the amount that we received that went into COGS was $5.3 million. We got 100% of what we were eligible for, that we applied for. A little bit came in in April, and the rest of it came in towards the end of June.

Speaker #2: A little bit came in in April, and the rest of it came in toward the end of June.

Speaker #5: And then, as far as strategically, the deployment of those payments?

Brian Nagel: As far as, like, strategically, the deployment of those, the payments?

Speaker #2: Well, we're continuing to grow our store network by five stores in the back half, and then we're working on improving our cash flow in the back half of the year to enable us to really take the increases in store openings into the 12 to 16 range, given the fact that we're seeing the most success, as Rob talked about, when we can have that one-on-one relationship with the consumer, get them in the store, and sell them on why Purple is so special.

Robert Lucian: Well, we are continuing to grow our store network by 5 stores in the H2. Then we are working on improving our cash flow in the H2 of the year to enable us to really take the increases in store openings into the 12 to 16 range, given the fact that we are seeing the most success, as Rob talked about, when we can have that one-on-one relationship with the consumer, get them in the store, and sell them on why Purple is so special.

Speaker #5: I guess I appreciate it, Colin. Thank you.

Brian Nagel: Okay, guys. I appreciate the call. Thank you.

Speaker #2: Thanks, Brian.

Speaker #1: There are no further questions at this time. This concludes today's call. Thank you for attending. You may now disconnect.

Rob DeMartini: Thanks, Brian.

Robert DeMartini: Thanks, Brian.

Operator: There are no further questions at this time. This concludes today's call. Thank you for attending. You may now disconnect. This event has now concluded. Thank you for joining Purple Innovation Second Quarter Earnings 2026. The line will disconnect automatically.

Q2 2026 Purple Innovation Inc Earnings Call

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