CCPA - Privacy Notice

The following tables list the categories of information and specific pieces of information Purple Innovation, LLC collects about you. The tables also explain the business purpose for collecting information about you, the sources from which Purple Innovation, LLC gathers that information, and the third parties with whom Purple Innovation, LLC disclosed that information.

Categories in which we are not Currently Collecting Personal Information:

Your Rights Regarding the Data We Collect:

As a consumer in California, you have the right to request access to information, request the deletion of information, request Purple Innovation, LLC disclose information, and request information about how Purple Innovation, LLC sells or discloses your information to third parties for a business purpose. Regarding information we sell or disclose to third parties, you have the right to opt out of such sale or disclosure at any time. You can exercise your right to opt out on our website: We are required to respond to any of your requests to exercise these above rights within 45 days. Should we be unable to comply within 45 days, we will contact you and let you know whether we can complete your request or whether we need more time to complete your request.

Exercising Your Rights:

If you want to exercise your rights, you may also contact us or our Privacy Point of Contact at:

  • Organization
  • Purple Innovation, LLC
  • 123 E 200 N, Alpine, Utah 84004
  • Toll free 833-568-5716
  • Email:
  • Privacy Point of Contact
  • Purple Legal Department Address:
  • 123 E 200 N, Alpine, Utah 84004
  • Toll free 833-568-5716
  • Email:

The Privacy Point of Contact listed above, as well as employees who work with the Privacy Point of Contact, have received training to help you exercise your rights under the California Consumer Privacy Act. Purple will not discriminate against you because you have made a request to exercise your privacy rights.

Authorizing your Request:

In order to authenticate your identity when you make a request, we require that you provide us the following information in your correspondence with our Privacy Point of Contact: · First and Last Name · Email Address We will contact you if we need more information to authenticate your identity. If you are an agent or guardian of another person and are making requests on behalf of another person, we need you to fill out either a Representative Election Form or a Parent Attestation Form before authorizing your request. Click here for Form.

Financial Incentives:

Purple currently does not offer financial incentives.

Withdraw Consent:

If our legal basis for processing your information is based on your consent, you may withdraw your consent at any time by contacting the Purple Legal Department at the contact information above and informing it that you withdraw your consent.

Contacting Authorities:

If you would like to lodge a complaint against us, you may contact your local authority. If you have trouble locating an authority, please contact the Purple Legal Department above and they will help you.

Changes to Our Privacy Statement:

We keep this privacy statement under regular review and will place any updates on our website. This privacy statement was last updated on January 1, 2020.