Everpure rebrands from Pure Storage with 1touch deal

Pure Storage has rebranded as Everpure and agreed to buy data intelligence and orchestration firm 1touch, broadening its focus from storage systems to data management for AI use cases.

Everpure will keep its New York Stock Exchange listing and existing ticker symbol. The acquisition is subject to customary closing conditions and is expected to close in Q2 FY27. Financial terms were not disclosed.

The deal adds 1touch's software for data discovery, classification, and enrichment to Everpure's platform roadmap. Everpure says the combination will help customers prepare enterprise data for AI applications by adding context and governance closer to where data is created and stored.

Brand shift

The name change reflects a shift in emphasis from reshaping storage to "defining the future of data management". In recent years, the company has marketed an "Enterprise Data Cloud" approach, with management software designed to treat distributed storage as a unified pool under a single control layer.

"Everpure reflects the company we have become as we help enterprises unleash the full power of their data. It captures the power of our Enterprise Data Cloud architecture and adaptability of Evergreen, reinforcing what has always set us apart as we redefine important markets," said Charles Giancarlo, Everpure's Chief Executive Officer.

Giancarlo linked the planned acquisition to the company's data management ambitions. "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," he said.

Pure Storage is known for all-flash storage arrays and has expanded into subscription-style purchasing through its Evergreen offering. It has also invested in management tools that span on-premises infrastructure and cloud deployments.

What 1touch adds

1touch develops technology that scans data across environments and builds an inventory of what an organisation holds. It then applies classification and enrichment to add context and support governance workflows. Everpure says 1touch works across SaaS services, edge locations, and traditional data centre infrastructure.

Everpure expects 1touch's discovery capabilities and semantic context to extend its platform. It plans to integrate 1touch with its existing software layer, described as a control plane for managing datasets through policy rather than manual configuration.

"Data is the lifeblood of the AI era, but without the proper controls and semantic context, it remains an untapped resource," said Ashish Gupta, 1touch's Chief Executive Officer and President.

Gupta framed the deal as a response to slow progress in enterprise AI deployments.

"By joining forces with Everpure, we can eliminate the barriers that have kept enterprises from realising the true ROI of their data. 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."

AI pressure

Everpure is pitching the combination as a response to structural issues in enterprise infrastructure, including siloed data estates, manual operational processes, and architectures that do not scale easily across multiple environments.

Vendors across storage, data protection, and cloud software have been repositioning their products around AI readiness, governance, and cyber resilience. Enterprise buyers have also increased scrutiny of data lineage and sovereignty as regulations tighten and more workloads move between cloud and on-premises infrastructure.

Several partners and customers also commented on Everpure's direction. John Beard, Managing Director, Europe at Computacenter, said: "AI, cyber resilience, and data sovereignty are front of mind for our enterprise customers, with data sitting at the heart of all three trends. By simplifying data complexity, Everpure can deliver tangible business value and peace of mind regarding security and compliance for our joint customers."

Nutanix President and Chief Operating Officer Tarkan Maner pointed to operational friction in hybrid IT environments. "AI-driven enterprises need the freedom to run applications and data seamlessly across their hybrid multicloud environments-without legacy complexity slowing them down. Our partnership with Everpure reflects a shared commitment to help organizations modernize storage-rich, mission-critical environments with the flexibility and performance they need to innovate faster. Together we are turning infrastructure into a catalyst for breakthrough ideas rather than a constraint."

Options Technology President and Chief Executive Officer Danny Moore said: "In the fast-moving world of financial markets, data needs to be both trusted and instantly accessible. Everpure's Enterprise Data Cloud has transformed how we manage and use our data, shifting our focus from storage management to strategic growth and enabling deeper engagement with our clients."

Rubrik Chief Executive Officer, Chairman, and Co-founder Bipul Sinha framed the relationship around resilience and recovery. "Organisations are facing increasing security and operational complexities as they transform into AI enterprises. By prioritising a foundation of data security and recovery, enterprises can gain the trust and resilience needed to scale AI with confidence. Rubrik's work with Everpure ensures that as companies modernise, their data and cloud systems remain cyber resilient and fully prepared for the future."

Everpure expects to begin trading under the Everpure name while retaining its existing NYSE ticker symbol. The 1touch transaction is expected to close in Q2 FY27.