Pure Storage Rebrands as Everpure, Acquires 1touch for Data Management

Pure Storage announced this week that it will operate under a new name, Everpure, and has entered an agreement to acquire the data management startup 1touch. This strategic move reflects a broader shift in the technology sector: storage infrastructure providers are moving beyond traditional data storage into value-added data management, driven in large part by the evolving demands of artificial intelligence (AI).

The growing prominence of AI systems has altered the competitive landscape. Where once the emphasis was on the sheer volume of data storage, enterprises now seek tools that enable the activation, structuring, and governance of data. This transition places data management—particularly the discovery, classification, and contextualization of data—at the center of infrastructure strategies.

Founded in 2017, 1touch has focused on solving the challenges of unstructured enterprise data. Its platform provides enterprises with visibility into hidden data flows, starting from data discovery and compliance and evolving toward broader data intelligence and orchestration. The company previously raised $14 million in a Series B funding round to expand its platform, attracting attention for its strengths in locating sensitive data and supporting robust governance.

The capabilities provided by 1touch are highly relevant for organisations implementing AI projects. AI models require not just access to data, but an understanding of its origin, completeness, and compliance characteristics. Without such context, organisations risk unreliable outputs or regulatory exposure. By integrating 1touch’s technology, Everpure aims to offer enhanced data lifecycle control, giving enterprise customers the infrastructure needed to move AI deployments from pilot to production while maintaining trust and transparency.

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

The rebranding effort also responds to customer perceptions, according to Everpure executives. Clients reportedly saw the Pure Storage name as too closely aligned with hardware storage, underrepresenting the company’s ambition in the broader data management landscape.

Ashish Gupta, CEO and president of 1touch, emphasized the role of contextualized data in the AI era: "Data is the lifeblood of the AI era, but without the proper controls and semantic context, it remains an untapped resource. By joining forces with Everpure, we can eliminate the barriers that have kept enterprises from realizing the true ROI of their data."

Industry observers note that Everpure's repositioning follows similar moves by major technology firms such as HPE, Dell, and NetApp, who are all expanding into data management to capture new opportunities as AI adoption accelerates. The market now values solutions that bring structure, traceability, and governance to enterprise data as much as storage capacity itself.

Details of the acquisition have not been publicly disclosed, but the transaction is expected to conclude by the second quarter of 2027. The combined company will seek to provide infrastructure that responds to organisations’ most pressing challenges in deploying AI at scale—particularly around data usability, compliance, and contextual intelligence.

For further information, see the original article at hpcwire.com.