Ladies and gentlemen, thank you for standing by. My name is Desiree, and I will be your conference operator today. At this time, I would like to welcome everyone to the Purple Innovation First Quarter 2025 Earnings Call. All lines have been placed on mute to prevent any background noise. [Operator Instructions] I would now like to turn the conference over to Stacy Turnof. You may begin.

Thank you for joining Purple Innovation’s first quarter 2025 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, EBITDA, adjusted EBITDA and adjusted earnings per share. A reconciliation of these measures to their most comparable GAAP measures can be found in the earnings release available on the website. With that, I’ll turn the call over to Rob DeMartini, Purple Innovation’s Chief Executive Officer.

Thank you, Stacy. Good afternoon, everyone, and thank you for joining us. With me on today’s call is our CFO, Todd Vogensen. I’m pleased to share that we delivered first quarter results in line with our revenue guidance and ahead of our adjusted EBITDA guidance. Our performance amid continued pressure on the industry includes growth in our showroom channel and ongoing gross margin improvements. Our focus on promoting our differentiation, along with the durability we’ve built into our cost structure, positions us to drive sustainable growth and profitability over time. First quarter revenue of $104.2 million was down 13% compared to last year and was in line with our expectations. Softness in our wholesale and e-commerce channels was partially offset by continued strength in our showroom channel. Showrooms grew 7%, the fifth consecutive period of revenue growth, while comparable sales were up 11%, the second straight quarter of year-over-year gains despite operating fewer locations while optimizing our fleet. This sustained strength in the channel was primarily driven by higher order values, effective upselling strategies and product bundling reinforcing the strength of our retail store strategy. Adjusted EBITDA outperformance was a result of strong foundation we built with our restructuring efforts and ongoing cost savings initiatives. For the fourth consecutive quarter, adjusted gross margins exceeded 40%, an improvement of 550 basis points compared to last year. Excluding the potential impact from tariffs, which I’ll speak to later on, we anticipate gross margin expansion to continue throughout the year, supported by our sourcing initiatives, production efficiencies and the full integration of our consolidated manufacturing operations. Additionally, disciplined operating expense management contributed to a 160 basis point improvement in profitability in the quarter. Collectively, these actions have driven significant advancements in our adjusted EBITDA profitability, which increased $8 million and 650 basis points…

Thank you, Rob, and good afternoon, everyone. As Rob touched on earlier, we’re pleased that we met our revenue guidance and exceeded our adjusted EBITDA outlook and that we delivered these accomplishments despite the challenging macroeconomic environment including persistent inflationary pressures and uncertainty around tariffs. Today, I’ll walk through the key financial metrics for the quarter and highlight the areas where we saw both progress and headwinds. Starting with the top line. Net revenue for the three months ended March 31, 2025, came in at $104.2 million, which was down 13.2% versus $120 million in the prior year and was primarily the result of softness in our wholesale and e-commerce channels. By channel, direct-to-consumer net revenue for the quarter was $63.4 million, within DTC, net revenue for showrooms increased 7.4% compared to last year. As Rob mentioned, our showroom channel continues to be a solid performer within the business and for the second consecutive quarter, showroom sales grew year-over-year despite a 5% reduction in store count. E-commerce continued to see softness and was down 8.2% during the first quarter compared to last year, driven by softness in the market in addition to the opportunities for conversion and messaging that Rob mentioned. We experienced a notable decline in our wholesale segment, where net revenue of $40.8 million was down 24.2% versus last year, as we were impacted by the wraparound on door count reductions from 2024 and broad-based volume declines across our wholesale partners. Our reported gross profit for first quarter was $41 million, compared to $41.7 million during the same period last year. Reported gross margin rate for the quarter was 39.4%, an improvement of 460 basis points compared to last year. Excluding restructuring and related charges during the quarter, our adjusted gross profit was $42 million compared to $41.7…

Thank you. We will now begin the question-and-answer session. [Operator Instructions] And our first question comes from the line of Brad Thomas with KeyBanc Capital Markets. Your line is open.

Hi, good afternoon, and thanks for taking my question. Rob, I just wanted to kick off with a question about the new Mattress Firm partnership expanded Mattress Firm partnership, I should say. And first of all, congratulations, sounds like an exciting opportunity for you. As we think about the $70 million number that you highlighted, can you just help us think a little bit more about maybe how you come to that math? Is that a net number that offsets potentially some sales that might have occurred in stores nearby or you coming up with the $70 million number?

Brad, thank you for the question. We are using the current – I mean we have about 5,000 slots and about 62% of their doors today. And for the sake of – as we talked through with the Somnigroup folks, we are projecting the same productivity on the incremental slots. And we think that’s going to end up being a fair number because while there would be some cannibalization just having more, we are not stocked and trained as a core brand in their system. And we believe that with the investments that we can make and they can make in establishing us as a core brand that there’ll be slot benefits that come from that. So it’s based on the current business that we do with them and then projecting that on the full scope.

That’s very helpful, Rob. Thank you. And then maybe if I can pivot to just talking about the industry and the consumer. Wondering if you could just comment a bit more about recent trends and any more insights into how you’re thinking about trends in 2Q here?

Yes. I mean, I’m concerned about the second quarter. And as I laid out, the tariff burden for us is a manageable number, and we will figure out how to deal with it. What I’m more concerned about with is the psyche of the consumer. And I think what I’ve read about the April consumer outlook is pretty concerning. Now, is it going to continue indefinitely? I don’t think so. But I do think we’re going to deal with it. Through the second quarter, I think people are a bit more optimistic about Memorial Day as we are, but I think we still got more uncertainty than certainty, Brad.

That makes sense. And we obviously heard a lot of negative things about February with the weather being an impact and that perhaps there was some improvement after the weather got better. Anything more that you can tell us about the cadence of spending and what you’ve been seeing of late?

No. I mean, obviously, with the 13% down, I think we’re probably on the high side of the category range in the first quarter. We have seen a little bit better volume since April ended. But as you know, April is always a pretty weak mattress month, and it was for us. So I think the consumer is very cautious right now and looking for some certainty as they plan for the rest of their spring and summer spending.

Very helpful. Thanks, Rob.

All right. Thank you, Brad.

Our next question comes from the line of Bobby Griffin with Raymond James. Your line is open.

Good afternoon, everybody. Thanks for taking my questions. I guess, Rob, just to start, could you maybe talk a little bit about how the new agreement came to fruition with Somnigroup? Kind of thinking back during the process when they’re looking at buying Mattress Firm, there was different supply agreements getting signed. I think Purple was a little bit later. But maybe now with it being complete, just talk a little bit about how the relationship developed to end up in this expansion.

Well, hey Bobby, all I can do is share from my side because obviously, there’s a number of folks from Somni involved. But Mattress Firm has always been an important customer for us. I think at different times, we’ve put ourselves in a position to be at odds with each other over either contractual agreements or actions or inactions by either party. And when I look at what grows their business, I know that there’s a couple of things we do particularly well. We drive traffic, we trade up the transaction. And over the last couple of years, as we’ve done a lot of margin work, we’ve been a less dilutive, more accretive margin contribution to the retailer. The combination of those three things, if I’m sitting in a retailer’s chair, I’m looking for people and brands that are going to drive up my margin and drive up my transaction and get people in the doors. And I think those are things Purple does well. And I appreciate that Mattress Firm is putting some faith in us to be a good contributor to their business, and we have to live up to that.

Appreciate that. That’s helpful. And then as you look at this now, you have this new kind of pretty big growth potential here in wholesale. Does that change kind of you and the team’s view of what the ultimate distribution model is for Purple when you think about your own stores? I know you’re optimizing those company showrooms, but they’re performing better or even kind of the investments you put behind the e-commerce business?

No, I think we’ve lived at 70-30 DTC. We’ve lived at 60-40, which is about where we are now. But behind the scenes, we’ve been ensuring that a 50-50 business is an opportunity for us. I think that is where we’ll head, but we are very bullish on our showroom business. I mean, we comped up 11% in the first quarter. That’s the second positive comp quarter in a row. They’re becoming more profitable. And our average ticket – our average mattress ticket in our showrooms is still almost 2x what it is in wholesale. So we’re very appreciative of the wholesale support that we get, and we feel like the responsibility is we’ve got to lead the consumer to understand this brand can perform at higher prices than where it’s been in the past in the category, and that’s working right now. So staying 50-50, I think we’re legitimately the only truly omni brand. Most brands have a maternal channel and then they do – they flirt with the other channels. But we are legitimately across all direct and wholesale channels, and we’ve got to live up to that.

And then just lastly on tariffs, I understand there’s some pricing aspects. Is that yet hitting the P&L? So like should we think of that as to come in 2Q? Or is it more like it’s on the vendor side of their balance sheet for now, and that’s a 3Q, 4Q type issue if we don’t adjust pricing or find alternate sourcing?

No, it will start impacting 2Q, and we have that in our projections. What we don’t – well, we have them at a macro level in our projections of offsetting some of that, but we’re still working through the exact details of how to do that. But it flows through pretty quickly. I mean, we turn our inventory pretty quickly.

Yes. Appreciate the details. Best of luck here trying to navigate this environment and congrats on the expanded relationship there.

Thank you, Bobby.

Next question comes from the line of Michael Lasser with UBS. Your line is open.

Hey, good afternoon. This is Dan Silverstein on for Michael. Just one more question on the expanded partnership with Mattress Firm. Is there anything else you can share on the economics of the new partnership, especially in light of Sherwood doing some of the assembly? Just trying to think of how this would impact wholesale margins overall. And then on the additional $70 million of incremental revenues, is the 35% flow-through rate that we talked about last quarter still applicable?

I mean it’s applicable at a macro level. I don’t want to go into individual customer margins. But it’s good business for both of us, and I think that’s why this deal got put together the way it did. I mean the idea came from us trying to take cost out of the system and the Sherwood manufacturing footprint serves Mattress Firm very well, and we wanted to take advantage of that. So it’s good business for us. It’s good business for them the way we’ve modeled it, and now we got to go live up to it.

Great. Thanks. And then just is there anything else like interesting opportunities from a cooperative advertising point of view that could improve the productivity in the Mattress Firm network now that you’re a core brand in the system?

Hey Dan, I mean, those are things that we will work out. We do believe that there’s efficiency for both of us. And my first focus is ensuring that we’re bringing innovation to the market and that we’ve got advertising that is engaging the consumer and driving them into all retailers, not just Mattress Firm. But we certainly see opportunity from being recognized as a core brand, but I think with that also comes responsibility.

Definitely. Thank you and best of luck.

All right. Thank you, Dan.

Our next question comes from the line of Brian Nagel with Oppenheimer. Your line is open.

Good afternoon.

Hey, Brian.

I do want to ask questions on the new partnership, I guess, expanded partnership. So first off, is there – will Purple have to expand its own manufacturing capacity, so to say, to ramp volumes for this? And then along – will there – should we expect as the relationship starts to build, will there be initial kind of start-up costs that you’re going to have to endure?

Yes. There certainly a start-up cost like any expansion for us to get those beds and all the accompanying point of sale and materials to the stores. There are start-up costs. We do have those fully reflected or we believe we do. And then I want to make sure that we talk about this properly. We maintain 100% of the manufacturing responsibility for all grid material regardless of who we are partnering with to finish the assembly. That’s been true, and that will stay true. We are not sharing the grid manufacturing formula or the methods. I mean we’ve got 25 years of experience that is what differentiates us. So we will make the grid and then distribute it to our partners who help us finishing with the assembly and distribution. And we think that opportunity is going to work very well. As I said before, Sherwood is well positioned to serve Mattress Firm well, and we want to take advantage of that.

Got it. And then my – I guess, a follow-up question. Is there – within the new partnership, is there some type of exclusivity that Mattress Firm is asking from Purple?

I mean we already have some differentiated products across different customers, and that practice will do it when it makes good sense for both partners. But I think the heart of this is what I’d ask you to take away is it’s a vote of confidence in what this brand is capable of. It recognizes that we drive traffic, and it recognizes that we trade up the transaction. And that’s why we were able to secure in this structure. And we want to serve all of our wholesale partners with that benefit. And that’s what Purple has been good at, and we’ll continue to be good at.

Okay. And then just one final question. I don’t know if this is a fair one or not, but you talked recently about, I guess, exploring strategic alternatives. I mean does this announcement today either fit into that or change that?

No, it’s completely independent of that. The Board special committee is leading the strategic alternatives process, and it will continue. And when it’s got meaningful updates, we’ll share them. But this is about running a profitable business, partnering with our biggest partners to be important to everybody in the system and serving consumers with great product. And so this happened completely independent of that effort.

Appreciate it. Thank you.

All right. Brian, thank you.

Next question comes from the line of Matt Koranda with ROTH Capital Partners. Your line is open.

Hi guys. This is Joseph on for Matt today. I just wanted to see if you guys could talk about your guidance. It seems unchanged and now incorporates the contribution from Mattress Firm. Any way to think about how Mattress Firm contributes to the rest of year 2025 and assuming that this is ramping in 2Q 2025?

The ramp is probably a little bit later than that. And so we’re still – the ink is still wet on the agreements. We’re working through some of the details of exactly what’s rolling out when and how the volume will play out. So it’s a little bit early to quantify specifics on 2025 for Mattress Firm. What we do know is we’ve got a fair amount of tailwind when we get into the back part of the year from the new agreement or the expanded agreement. And – at the same time, we have some headwinds that are probably more near term in the form of tariffs and just an overall uncertainty in the economy. And so those we view are roughly offsetting factors and though the timing may be different, we feel that we’re still comfortable with where we’re at from a guidance perspective. And I will be able to provide a little bit more detail as we get into next quarter’s call.

Got it. And with the expanded partnership, is there any way you guys can just elaborate on the mix of new slots between your premium products and then the lower-range products? Any sense for how often the slots should turn given in a given year?

Yes, Joe, I think it’s a pretty traditional distribution. There’s representation. It is detailed in our agreement. But what we really do is want to trust Mattress Firm to help make the best decisions for their business. There will be Essentials, Restore and the Luxe product available in just about every store. I’m going to leave it to their judgment to decide when to lean into Essentials or Luxe a little bit more based on the way that store trades. But you should see broad expansion of our distribution.

All right. I appreciate you guys. Thank you and congratulations on a good quarter.

All right. Thank you, Joseph.

There are no further questions at this time. I would like to turn the call back over to Rob DeMartini for closing remarks.

Thank you, operator, and thank you, everybody, for joining today’s call. We are trying to execute with discipline, navigate the headwinds that we’re facing and build towards a long-term profitable growth company, and we appreciate all your support. Thank you.

Ladies and gentlemen, this concludes today’s conference call. Thank you all for joining, and you may now disconnect.