Purple Innovation price target lowered to $1.50 from $1.60 at Roth Capital

Roth Capital lowered the firm’s price target on Purple Innovation (PRPL) to $1.50 from $1.60 and keeps a Buy rating on the shares. The company’s Q4 results provided further evidence that the turnaround is progressing, albeit at a choppy pace, the analyst tells investors in a research note. The management’s mixed 2026 outlook suggests softer near-term demand trends should improve as Purple continues its Wholesale expansion with key partners, while driving sustained growth in its own showroom channel, Roth added.