The end of February saw Pure Storage decide to reinvent itself as Everpure, but the $21 billion data storage giant has just one slight problem: someone else had the same idea for a brand name and got there first ... and they sell water filters.

The everpure.com domain is owned and used by Everpure, a provider of water filters and filtration products. Owned by American water treatment company Pentair, the company’s website labels it “one of the most recognized brands amongst foodservice operators and facilities managers.”

Not recognized enough, it seems. The company formerly known as Pure Storage quietly took a new domain in line with its rebrand: everpuredata.com.

Lynn Lucas, Everpure’s chief marketing officer, told SDxCentral that the company “conducted an extensive naming process that considered a range of possibilities, while incorporating ‘Pure.’”

“In today’s world, it's fairly common for companies in unrelated industries to share a name,” Lucas said. “Just as Delta represents both an airline and a faucet manufacturer, Everpure can exist across different sectors without conflict.”

The storage firm’s reinvention sees it retain its synonymous orange branding, incorporating the name of its flagship Evergreen platform as it looks to shift beyond pure-play data storage to become a data management platform. Part of that effort will see it acquire New York-based data security company 1Touch.

“We chose Everpure because it perfectly captures our brand’s evolution,” Lucas said. “Because we operate in a distinct market (data and IT) from other entities, there is no overlap in our services, customers, or trade channels. This allows us to own the name confidently within our specific industry.”

That overlap consideration is key in realms beyond discourse, as the company filed a trademark application for its new name around the same day it revealed its rebrand to the world.

A standard character mark (application 99664872) – used to register words or phrases but not specific fonts or branding – was filed by Pure Storage claiming priority based on a previously filed foreign application in Liechtenstein.

That earlier application, dated December 15, 2025, likely saw the storage firm file an initial application in a small, non-searchable registry, which allows them to "backdate" their U.S. claim once they finally go public – a common tactic used by large corporations to keep product names, or in this case, rebrands, a secret.

Pentair’s existing Everpure also holds a standard character mark for its brand name (3195599), though the key consideration for concerns of infringement is all about consumer confusion.

Domain demesne

WHOIS data, the publicly accessible database on registered domain names, revealed Pure’s Everpure dot data domain was created on December 1, 2025. The water-related Everpure domain, however, was created all the way back in 1995, giving Pentair a 30-year-plus head start on the digital "Everpure" name.

Lucas told SDxCentral that its choice of domain “aligns with our focus and strategy.”

“We chose a domain we fully control that provides clear market context: Everpuredata.com,” the CMO said. “In enterprise B2B, most engagement starts through search, sales outreach, press/analyst coverage, or direct links, and that’s where we’ll consistently show up.”

Even if the data firm wanted the everpure.com domain, they might have had a hard time getting it.

Its security status has in place a "clientTransferProhibited status," meaning its owner has locked down the domain from hijacking, spoofing, and phishing, but in the case of the rebrand, also making it extremely difficult for an outside party to acquire it without a direct legal or private agreement.