DCF Valuation
Purple Innovation Inc (PRPL) DCF Valuation — Is PRPL overvalued?
The estimated DCF fair value of one Purple Innovation Inc (PRPL) share is $2.86. Compared to the current market price of $9.26, the stock is overvalued by 69.1%.
DCF fair value
$2.86
Market price
$9.26
Upside / downside
−69.1%
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Purple Innovation Inc (PRPL) DCF valuation FAQ
What is the DCF fair value of Purple Innovation Inc (PRPL)?
The discounted-cash-flow model estimates the intrinsic fair value of one Purple Innovation Inc (PRPL) share at $2.86, based on a 10-year projection of its cash flows converging to Damodaran industry averages.
Is Purple Innovation Inc (PRPL) overvalued or undervalued?
Against the current market price of $9.26, the DCF fair value of $2.86 implies PRPL is overvalued by 69.1%.
How is the PRPL DCF value calculated?
It is a 10-year discounted-cash-flow estimate built from Purple Innovation Inc's reported fundamentals, with terminal assumptions anchored to Damodaran NYU industry datasets. The market price refreshes daily; the DCF fair value updates when Purple Innovation Inc files a new quarterly or annual report.
How this PRPL valuation is built
The model projects ten years of Purple Innovation Inc's free cash flow to the firm and discounts each year at its own cost of capital. Rather than assuming today's growth and margins persist forever, a moat-scoring step — weighing Purple Innovation Inc's ROIC-versus-WACC spread, gross-margin trend, and reinvestment efficiency — decides how many years the business holds its edge before its economics mean-revert toward the Damodaran NYU benchmarks for its industry.
WACC is rebuilt each year from an unlevered-then-relevered beta and the company's evolving capital structure; terminal value uses the Gordon growth model with a reinvestment rate tied to the return earned on new capital (goodwill stripped out to reflect operating efficiency). Every assumption — growth, margins, tax, leverage, convergence timing — is editable, and running the full interactive model adds a 10,000-draw Monte Carlo simulation and WACC-versus-terminal-growth sensitivity heatmaps.
The market price refreshes daily; the DCF fair value updates when Purple Innovation Inc files a new quarterly or annual report. For educational/informational purposes only — not investment advice. Last updated 2026-08-06.