Pure Storage Becomes Everpure and Intends to Acquire 1touch in AI Data Push

Pure Storage, the Silicon Valley company that spent the better part of the last decade disrupting the storage industry with all-flash arrays, has a new identity. As of today, the company trades as Everpure — a rebrand that comes bundled with a significant strategic move: a definitive agreement to acquire 1touch, a specialist in data intelligence and orchestration.

The announcement marks what CEO Charles Giancarlo called an inflection point — not just for the company, but for enterprise technology broadly.

“Everpure reflects the company we have become as we help enterprises unleash the full power of their data,” Giancarlo said. “With 1touch, we are taking the next step in helping organisations not only gain control of their most valuable asset — data — but also understand, enhance, and contextualise that data for actionable intelligence.”

More Than a Name Change

Rebrands in the tech industry are common, and they are often cosmetic. This one appears to be something more deliberate.

Pure Storage built its business on a simple but powerful proposition: replace slow, legacy hard-drive infrastructure with fast, reliable flash storage. It worked, in more than a decade, the company accumulated one of the highest Net Promoter Scores in enterprise technology and earned a loyal customer base among some of the world’s most demanding organisations.

However, the rise of AI has reshuffled the deck. Suddenly, the bottleneck isn’t just storage speed - it’s the ability to make data useful. Enterprises are sitting on vast oceans of information that is siloed, inconsistently classified, poorly governed, and entirely unprepared for the context-hungry demands of modern AI models. Being fast at storing data is table stakes. The harder, and more valuable problem is making that data intelligent.

That is the problem Everpure is now positioning itself to solve. The company’s Enterprise Data Cloud (EDC) architecture is central to this vision. Built on what was previously called the Pure Storage Platform — now rebranded as the Everpure Platform — EDC treats storage not as a collection of isolated hardware but as a unified, virtualised cloud of data governed by an intelligent control plane. The pitch is that this architecture eliminates the friction of manual configuration and makes data management radically simpler, faster, and more efficient.

The 1touch Acquisition: Adding Intelligence at the Source

The acquisition of 1touch addresses what has arguably been the missing layer: semantic understanding of data.

1touch specialises in discovering, classifying, and contextualising data across every environment an enterprise operates in — from SaaS applications to edge deployments. Integrating that capability directly into the Everpure Platform means that enterprise data could become AI-ready at the source, reducing the manual preparation and labelling work that currently slows AI deployment.

Ashish Gupta, CEO of 1touch, explained the stakes: “Data is the lifeblood of the AI era, but without the proper controls and semantic context, it remains an untapped resource. Together, we will 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.”

Whether that ambition translates into reality will depend heavily on execution. Integrating data intelligence tooling with a storage platform is technically complex, and the enterprise software space is littered with acquisitions that promised seamless unification and delivered years of painful integration work instead. Analysts and customers will be watching closely.

The financial terms of the deal were not disclosed. The transaction is expected to close in Q2 FY27, subject to customary closing conditions.

The Market Context: Why Now

The timing of the rebrand is not accidental. AI infrastructure spending is accelerating at pace, and the companies best positioned to capture that investment are those that can credibly claim to sit at the intersection of storage, data management, and AI readiness.

Everpure’s partners appear to agree with the direction of travel. Commvault CEO Sanjay Mirchandani pointed to the combination of Everpure’s performance with data governance capabilities as enabling enterprises to “put data to work immediately.”

Nutanix’s President and COO Tarkan Maner described the partnership as helping organisations modernise “storage-rich, mission-critical environments” without legacy complexity. Veeam CEO Anand Eswaran went further, describing the collaboration as transforming data management into “an always-on defensive system” — a nod to the growing importance of cyber resilience in AI infrastructure.

Trading Under a New Name — Same Ticker

Pure Storage will begin trading as Everpure on the New York Stock Exchange on March 5, 2026. The ticker symbol, NYSE: PSTG, remains unchanged.

It is a subtle but telling detail. The company is signalling evolution, not rupture — a recognition that the investor base and market credibility built over years as Pure Storage is worth preserving, even as the strategic identity shifts.

For customers, partners, and competitors alike, the question now is whether Everpure can execute on a vision that is considerably more ambitious than the one that made Pure Storage successful. Redefining what a storage company is — and what it can be — is a bold bet. In the AI era, it may also be a necessary one.