Pure Storage is now Everpure, with the company undergoing a rebrand to better signify its efforts beyond storage to “defining the future of data management.”

The brand’s synonymous orange branding looks to be staying, but a new addition will see it acquire 1Touch. The New York-based data security company was founded in 2017 and will form the figurehead of Pure’s rebranding and subsequent push beyond pure-play data storage.

“By joining forces with Everpure, we can eliminate the barriers that have kept enterprises from realizing the true ROI of their data,” said Ashish Gupta, CEO and president of 1Touch. “Together, we will further expand the Everpure platform to provide a level of contextual intelligence that is unmatched in the industry – giving customers the foundation they need to move AI projects from pilot to production at record speed and trust.”

Not so pure anymore

Pure Storage’s strategic pivot sees it looking beyond being simply a storage vendor to becoming a data management platform – a move it argues will help customers make sense of their data for use in AI deployments at scale, instead of simply helping them hoard it.

In a blog post detailing the move, the CEO of the now-named Everpure, Charlie Giancarlo, said the rebrand and 1Touch acquisition were all about turning operational data into actionable information.

“We are now positioned to do more than automate data storage for our customers; we can enable them to better manage their global enterprise data at scale,” Giancarlo wrote.

The acquisition aspect of Pure’s rebrand is expected to close in Q2 of its fiscal Year 2027, with no terms of the deal disclosed.

Giancarlo said that its prospective pickup of 1Touch will add cyber resiliency and contextualization capabilities that are “foundational to preparing data for AI,” adding: “While this moment signals change, it also reinforces what has always defined us.

“Our name has changed to reflect the sophistication of our platform and the breadth of our innovation, but our values remain unchanged. Customer centricity, quality, innovation, and the high standards our customers rely on remain the foundation of this next chapter.”

As for trading, Pure Storage will transition to Everpure on the New York Stock Exchange as of March 5, though its ticker symbol – PSTG – will remain unchanged.

Rebrand on a high

While some rebrands take place amid brand desperation or to simply modernize an outdated image, Pure’s transition from data storage to data management comes from a position of strength.

Its most recent earnings, reported last December, saw it publish stable growth, with full-year revenue and operating profit guidance well surpassing estimates. In a hint to its eventual Everpure repositioning, Giancarlo said at the time that customers were increasingly turning to the vendor to help “solve their toughest data management challenges.”

Its flagship brand line and the likely inspiration for its new name – Evergreen – has also seen sustained demand from customers across both One Storage-as-a-Service profits and sales of Forever, a more traditional offering with baked-in hardware and software upgrades available via subscriptions.

The company has also seen some recent wins, including providing the data infrastructure layer, powered by Red Hat OpenShift, for Nokia’s telco cloud platform, where Everpure's "trusted" data layers underlie the Finnish firm’s container-based cloud-native network functions (CNFs) and applications.

It’s also part of another winning trifecta with Cisco and Nutanix in the form of FlashStack. There, Pure Storage’s NVMe storage offering, FlashArray, combines with the Nutanix Cloud Platform and Cisco server lines to create a converged stack that’s providing disgruntled VMware customers with an enticing migration option.

CEO Giancarlo said the new Everpure brand “reflects” the company’s strengths and “captures who we have become and where we are headed.”

“We are not changing who we are,” he wrote. “We are ensuring our identity matches the scope of our impact and the future we are creating in data management. Like our Evergreen technology, we are non-disruptively upgrading our brand for the future.”