On January 9, 2023, at the ICR Conference in Orlando, Florida, Purple Innovation, Inc. announced that the Company will be launching new mattresses at the Las Vegas Market in January 2023. The Company will have new models featuring the exclusive Purple GelFlex Grid. These Purple mattresses will comprise the current Purple Essentials Collection, upgrades to the Purple Premium Collection, and a new Purple Luxe Collection that refreshes the look of the former Intellibed luxury mattresses acquired in the 2022 acquisition of Advanced Comfort Technology, Inc. The Company expects its new mattress lines to be available for purchase online and at certain retail locations, including its own Purple showrooms, starting in the second quarter of 2023.

The availability of these mattress models will be accompanied by new marketing aligned with the Company's move into luxury mattress offerings.