# EDGAR Filing Document

**Accession Number:** 0001643953
**File Stem:** 0001398344-23-000319
**Filing Date:** 2023-1
**Character Count:** 7814
**Document Hash:** 2814813c49e6943306ce5b0c733ab190
**Contains OCR:** False
**Source Format:** 

## Filing Content

## Filing Summary
**0001398344-23-000319.hdr.sgml**: 20230106

**ACCESSION NUMBER**: 0001398344-23-000319

**CONFORMED SUBMISSION TYPE**: SC 13G

**PUBLIC DOCUMENT COUNT**: 1

**FILED AS OF DATE**: 20230106

**DATE AS OF CHANGE**: 20230106

**SUBJECT COMPANY**: 

**COMPANY DATA:**
- **COMPANY CONFORMED NAME:** Purple Innovation, Inc.
- **CENTRAL INDEX KEY:** 0001643953
- **STANDARD INDUSTRIAL CLASSIFICATION:** HOUSEHOLD FURNITURE [2510]
- **IRS NUMBER:** 474078206
- **STATE OF INCORPORATION:** DE
- **FISCAL YEAR END:** 1231

**FILING VALUES:**
- **FORM TYPE:** SC 13G
- **SEC ACT:** 1934 Act
- **SEC FILE NUMBER:** 005-88966
- **FILM NUMBER:** 23514513

**BUSINESS ADDRESS:**
- **STREET 1:** 4100 N. CHAPEL RIDGE RD
- **STREET 2:** SUITE 200
- **CITY:** LEHI
- **STATE:** UT
- **ZIP:** 84043
- **BUSINESS PHONE:** 801-756-2600

**MAIL ADDRESS:**
- **STREET 1:** 4100 N. CHAPEL RIDGE RD
- **STREET 2:** SUITE 200
- **CITY:** LEHI
- **STATE:** UT
- **ZIP:** 84043

**FORMER COMPANY:**
- **FORMER CONFORMED NAME:** Global Partner Acquisition Corp.
- **DATE OF NAME CHANGE:** 20150602
**FILED BY**: 

**COMPANY DATA:**
- **COMPANY CONFORMED NAME:** SCHWARTZ INVESTMENT TRUST
- **CENTRAL INDEX KEY:** 0000891160
- **STANDARD INDUSTRIAL CLASSIFICATION:** UNKNOWN SIC - 0000 [0000]
- **IRS NUMBER:** 316456713
- **STATE OF INCORPORATION:** OH
- **FISCAL YEAR END:** 1231

**FILING VALUES:**
- **FORM TYPE:** SC 13G

**BUSINESS ADDRESS:**
- **STREET 1:** C/O ULTIMUS FUND SOLUTIONS, LLC
- **STREET 2:** 225 PICTORIA DRIVE, SUITE 450
- **CITY:** CINCINNATI
- **STATE:** OH
- **ZIP:** 45246
- **BUSINESS PHONE:** 513-587-3400

**MAIL ADDRESS:**
- **STREET 1:** C/O ULTIMUS FUND SOLUTIONS, LLC
- **STREET 2:** 225 PICTORIA DRIVE, SUITE 450
- **CITY:** CINCINNATI
- **STATE:** OH
- **ZIP:** 45246

**UNITED STATES**

**SECURITIES AND EXCHANGE COMMISSION**

**Washington** **, DC 20549**

**SCHEDULE 13G**

**Under the Securities Exchange Act of 1934**

Purple Innovation, Inc.

(Name of Issuer)

Common Stock

(Title of Class of Securities)

74640Y106

(CUSIP Number)

December 31, 2022

(Date of Event which requires filing of this Statement)

Check the appropriate box to designate the rule pursuant to which this Schedule is filed:

[X] Rule 13d-1(b)

[ ] Rule 13d-1(c)

[ ] Rule 13d-1(d)

<sup>\*</sup> The remainder of this cover page shall be filled out for a reporting person's initial filing on this form with respect to the subject class of securities, and for any subsequent amendment containing information which would alter disclosures provided in a prior cover page.

The information required in the remainder of this cover page shall not be deemed to be "filed" for the purpose of Section 18 or the Securities Exchange Act of 1934 ("Act") or otherwise subject to the liabilities of that section of the Act but shall be subject to all other provisions of the Act (however, see the Notes).

CUSIP No. 74640Y106 Page 1 of 6 Pages

1. NAMES
 OF REPORTING PERSONS I.R.S.
 IDENTIFICATION NOS. OF ABOVE PERSONS (ENTITIES ONLY) Schwartz Investment Counsel, Inc. ("SICI"), FEIN XX-XXX5495 and Schwartz Investment Trust ("SIT"), on behalf of its series
Funds, Schwartz Value Focused Fund and FEIN XX-XXX6713, Ave Maria Value Fund, FEIN XX-XXX4145.

2. CHECK
 THE APPROPRIATE BOX IF A MEMBER OF A GROUP (a)
 [ ] (b)
 [ ]

3. SEC
 USE ONLY

4. CITIZENSHIP
 OR PLACE OF ORGANIZATION SICI - Michigan SIT - Ohio

---

| | | |
|:---|:---|:---|
| NUMBER OF<br> SHARES<br> BENEFICIALLY<br> OWNED BY EACH<br> REPORTING<br> PERSON WITH | 5. | SOLE VOTING POWER<br>SICI - 74,500 shares<br> SIT- 1,584,490 shares <br>|
| NUMBER OF<br> SHARES<br> BENEFICIALLY<br> OWNED BY EACH<br> REPORTING<br> PERSON WITH | 6. | SHARED VOTING POWER<br>0<br>|
| NUMBER OF<br> SHARES<br> BENEFICIALLY<br> OWNED BY EACH<br> REPORTING<br> PERSON WITH | 7. | SOLE DISPOSITIVE POWER<br>SICI- 74,500 shares<br> SIT- 1,584,490 shares <br>|
| NUMBER OF<br> SHARES<br> BENEFICIALLY<br> OWNED BY EACH<br> REPORTING<br> PERSON WITH | 8. | SHARED DISPOSITIVE POWER<br>0<br>|

---

9. AGGREGATE
 AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON SICI- 74,500 shares SIT- 1,584,490 shares

Page 2 of 6 Pages

10. CHECK
BOX IF THE AGGREGATE AMOUNT IN ROW (9) EXCLUES CERTAIN SHARES [ ]

11. PERCENT
 OF CLASS REPRESENTED BY AMOUNT IN ROW (9) SICI- 0.08% SIT- 1.73%

12. TYPE
 OF REPORTING PERSON SICI - IA SIT - IV

Page 3 of 6 Pages

---

| | |
|:---|:---|
| **Item 1.**(a) | Name of Issuer<br>Purple Innovation, Inc.<br>|
| (b) | Address of Issuer's Principal Executive Offices<br>4100 North Chapel Ridge Road, Suite 200 Lehi, Ut 84043<br>|
| **Item 2.** (a) | Name of Person Filing<br>Schwartz Investment Counsel, Inc. ("SICI") and Schwartz Investment Trust ("SIT") <br>|
| (b) | Address of Principal Business Office or, if none, Residence<br>801 W. Ann Arbor Trail, Suite 244<br>Plymouth, MI 48470<br>|
| (c) | Citizenship: SICI-MI, SIT-OH<br>|
| (d) | Title of Class of Securities: Class A Common Stock<br>|
| (e) | CUSIP Number:<br>746406Y106<br>|

---

**Item 3. If this statement is filed pursuant to (s)240.13d-1(b), or (s)240.13d-2(b), or (c), check whether the person filing is a:**

(d) [X] Investment company registered under section 8 of the Investment Company Act of 1940 (15 U.S.C. 80a-8).

(e) [X] An investment adviser in accordance with Section 240.13d-1(b)(1)(ii)(E).

13G Page 4 of 6 Pages

**Item 4. Ownership**

(a) Amount
 Beneficially Owned: SICI- 74,500 shares,
 SIT- 1,584,490 shares

(b) Percent
 of Class SICI- 0.08%, SIT-1.73%

(c) Number
 of shares as to which such person has:

(i) sole
 power to vote or to direct the vote SICI-
 74,500 shares, SIT- 1,584,490 shares

(ii) shared power to
 vote or to direct the vote None

(iii) sole power to dispose
 or to direct the disposition of SICI- 74,500 shares,
 SIT- 1,584,490 shares

(iv) shared power to
 dispose or to direct the disposition of None

**Item 5. Ownership of Five Percent or Less of a Class**

If this statement is being filed to report the fact that as of the date hereof the reporting person has ceased to be the beneficial owner of more than five percent of the class of securities, check the following [X].

13G Page 5 of 6 Pages

**Item 6. Ownership of More than Five Percent on Behalf of Another Person**

Not Applicable

**Item 7. Identification and Classification of the Subsidiary Which Acquired the Security Being Reported on By the Parent Holding Company**

Not Applicable

**Item 8. Identification and Classification of Members of the Group**

Not Applicable

**Item 9. Notice of Dissolution of Group**

Not Applicable

13G Page 6 of 6 Pages

**Item 10. Certification**

(a) The following certification shall be included if the statement is filed pursuant to 240.13d-1(b):

By signing below I certify that, to the best of my knowledge and belief, the securities referred to above were acquired and are held in the ordinary course of business and were not acquired and are not held for the purpose of or with the effect of changing or influencing the control of the issuer of the securities and were not acquired and are not held in connection with or as a participant in any transaction having that purpose or effect.

**SIGNATURE**

After reasonable inquiry and to the best of my knowledge and belief, I certify that the information set forth in this statement is true, complete and correct.

---

| | | | |
|:---|:---|:---|:---|
| Date: | January 6, 2023 | Date: | January 6, 2023 |
| Signature: | /s/ George P. Schwartz | Signature: | /s/ George P. Schwartz |
| Name: | George P. Schwartz | Name: | George P. Schwartz |
| Title: | Chairman/Chief Executive Officer | Title: | President |
| **Schwartz Investment Counsel, Inc.** | **Schwartz Investment Counsel, Inc.** | **Schwartz Investment Trust** | **Schwartz Investment Trust** |

---