The domain name Purple.com was sold for $900,000 in 2017.
The sales price was reported in a SEC filing from PURPLE INNOVATION, LLC. (Note 5, Page 14)
Purple Innovation is an American comfort technology company based in Alpine, Utah, USA. It specializes in the direct-to-consumer sale of mattresses, seat cushions, back cushions, pillows and platform bases.
The previous owner was not even considering selling the domain name. Well, that is until he received the $900k offer!
The new owner, Purple Innovation, is now using the domain name as their primary website:
The seller, that originally bought the domain name in 1994, was only displaying a purple color on the Purple.com website and a FAQ:
Purple.com Frequently Asked Questions
Q: I received some spam from purple.com
A: Please see the abuse page.
Q: I like purple! What can I do?
A: You can be a part of the purple affinity program!
Q: This is really lilac / pink / other, not exactly purple. Could you make it more purple?
A: No. (What color it appears is also dependent on your monitor and its calibration.) Actually, the page used to be #DD00FF from circa 1994 until late 2006, resulting in numerous complaints that it was not quite purple. On 6-Nov-2006 I changed it to #7D26CD based on various recommendations. It’s darker than the old purple, but more clearly purple. You can compare it to blue here.
Q: Are there any games?
A: You can chase the purple squirrel. He is animated against a purple background. Click on him to win. The game restarts immediately after each win, only the squirrel knows.
Q: How long has purple been here?
A: Since 1994. Here’s an old response from whois when I still used NSI.
(Thanks to George Kirikos from Leap.com for discovering the sales price.)