Pure Storage becomes Everpure:A "Good to Great" Evolution in the Age of Agentic A
In 2009, two visionaries, John “Coz” Colgrove and John Hayes, set out to solve a hardware limitation they called the "Flash Chasm." For over a decade, Pure Storage became the gold standard for bridging that gap, turning flash memory into a high-performance enterprise reality. But today, the chasm has shifted. We are no longer limited by the speed of storage, but by the intelligence of the data residing within it.
On February 23, 2026, Pure Storage officially rebranded as Everpure. This is not just a cosmetic refresh; it is a declaration of fiscal and technical maturity. By announcing its intent to acquire 1touch, Everpure is moving up the stack, shifting its identity from a vendor of "dumb" hardware buckets to an intelligent control plane for the AI era.
"Our new identity represents our evolution from redefining storage to rethinking data management, as we help customers unleash the power of data... We are not changing who we are. We are ensuring our identity matches the scope of our impact and the future we are creating in data management."
The Evolution of the Evergreen Legacy
The name "Everpure" is a strategic nod to the company's most successful innovation: the Evergreen subscription model. For CIOs, the storage hardware lifecycle was historically a nightmare of "forklift upgrades." Evergreen changed the fiscal narrative by allowing systems to evolve without replacement. Everpure now seeks to apply that same "living system" philosophy to data intelligence.
"At the core of our brand is one powerful idea: data should act like a living system — smart enough to adapt, simple enough to feel effortless. We’re unlocking our broader vision to help organizations unleash the power of their data in the AI era."
"1touch will bridge the gap between managing datasets and managing information... surfacing, understanding, and managing the context and meaning of data has become critical to success. We are building a data intelligence layer on an Evergreen foundation."
A unified architecture that virtualizes siloed storage into a single cloud of data, governed by software-defined, policy-based automation rather than manual hardware configuration.
Integrating 1touch’s AI discovery to classify data (PII, financial, training sets) directly at the storage layer.
AI-Ready at SourceUnifying on-premises, edge, and SaaS data into a single virtualized pool for seamless RAG deployment.
Multi-Cloud OrchestrationAutomated Data Security Posture Management to ensure AI governance without manual intervention.
Governance-by-PolicyPredictable CapEx through the evolution of the Evergreen model, now rebranded under the Everpure banner.
$29B Market CapFrom NYSE: PSTG to Global AI Intelligence
Everpure enters this new chapter with significant momentum. Serving over 12,500 customers—including 60% of the Fortune 500—the company has proven its ability to scale. While the name has changed, the ticker PSTG remains, serving as a bridge between its hardware heritage and its software-defined future.
The Everpure Global Ecosystem
Everpure’s footprint is expanding rapidly, with non-U.S. revenue growing at 21% as global enterprises demand sovereign AI infrastructure.
Recent selection by a top-four hyperscaler for DirectFlash technology, validating their efficiency at scale.
Critical deployments for the Scottish Government and various tax authorities requiring high IOPS and governance.
The Shashi "Speculation": The Intelligent Control Plane
I suspect Everpure’s endgame isn't just storage—it's orchestration. By embedding discovery at the source, they are effectively building a filter for the world’s AI models. If you control the classification of the data, you control the quality of the AI output.
Everpure's classification layer will likely become the preferred "clean room" for autonomous agents to verify data accuracy.
Expect competitors to mimic the "Everpure" brand logic, moving away from hardware-first naming to service-first identities.
What Does This Mean for the Next Five Years?
The permanent shift here is the death of "passive storage." CIOs must stop planning for capacity and start planning for context. To survive the next five years, infrastructure planning must prioritize the integration of security and discovery directly into the storage layer. Everpure has recognized that in the AI era, speed is a commodity, but intelligence is the edge. If your data isn't AI-ready at the moment of creation, your infrastructure is already obsolete.
Sources
- Pure Storage Newsroom. "Pure Storage Becomes Everpure; Announces Intent to Acquire 1touch." Pure Storage, 2026. purestorage.com
- Giancarlo, Charles. "Everpure: A New Identity for a New Era." Everpure Blog, 2026. blog.purestorage.com
- Lee, Rob. "Everpure Announces Intent to Acquire 1touch, Extending Data Management Roadmap." Everpure Blog, 2026. blog.purestorage.com
- Evans, Brandon. "Pure Storage rebrands as Everpure; reveals plan to acquire data security platform 1touch." Seeking Alpha, 2026. seekingalpha.com
- Lucas, Lynn. "Profile Insights." LinkedIn, 2026. linkedin.com
