Pure Storage Rebrands to Everpure with M&A, Partner News

Pure Storage has announced it will rebrand as Everpure, representing an evolution in data management for the organization. The newly named company also announced a recent acquisition and updates to its partner program.

New identity, evolved mission: inside the Everpure roll-out

Everpure’s strategy addresses two challenges enterprises face and enables customers to create their own Enterprise Data Cloud.

Challenge one is that customers manage their datasets with people rather than software, leading to inconsistent, labor-intensive, and error-prone management. 

Challenge two is that traditional enterprise storage architecture is not optimized to serve AI and analytics systems of intelligence.

Everpure’s Enterprise Data Cloud strategy is designed to solve these issues.

“Everpure represents our transition from reshaping storage to redefining data management as we help customers unleash the power of data,” wrote Everpure CEO and Chairman Charles Giancarlo on LinkedIn. “It captures the significance of our Enterprise Data Cloud strategy. Grounded in our Evergreen model and founding principles, Everpure reflects who we have become and where we are headed.”

Everpure set to acquire 1touch

Further, Everpure is seeking to extend its Enterprise Data Cloud into advanced data management through the acquisition of 1touch, a provider of AI-powered data discovery, privacy, and security solutions.

The acquisition will enable customers to unlock the strategic value of their data and make it AI-ready. 1touch’s technology enhances cyber resiliency, strengthens data sovereignty and regulatory compliance, and enables deeper data characterization and contextualization for AI readiness.

“With 1touch, customers will be able to unlock the strategic value of their data with capabilities foundational to preparing data for AI,” writes Giancarlo. “1touch brings data discovery, classification, contextualization, and enrichment capabilities to all data, whether in SaaS applications, on-premises, in the cloud, or data sitting at the edge.”

Partner program updates

Lastly, Everpure recently announced updates to its reseller, managed services, and distributor programs.

The updates are designed to create a more differentiated, solutions-led partner experience with deeper enablement and new program tiers. 

The updated partner program prioritizes verified technical expertise, specialization in solutions, and operational impact over volume-based participation. The Solution Practice Designations and the newly introduced Ambassador tier recognize partners with deep knowledge of the Everpure platform and who deliver outcomes across multiple solution areas, including AI and analytics, cyber resilience, cloud, and application modernization.

The partner program prioritizes verified technical expertise, solution specialization, and operational impact over volume-based participation. The updates now focus on data-centric services, with storage and data as foundational, particularly in the MSP Partner program.

Distributors will play an expanded role in enabling partners’ readiness. Further, partners will see this translate into clear market differentiation, faster time-to-productivity, and closer alignment with evolving customer demands.

Updates include added tier, focused role for MSPs in data solutions, and more

Additionally, tools and incentives will further support partners in scaling solutions, simplifying operations, and delivering measurable business value.

The highlights for the partner program updates include:

• The Ambassador level for reseller program: This new top tier is being added to the Everpure program to reward its most skilled partners. It is designed for a select group of partners who deeply understand the Everpure Platform and demonstrate expertise in solution areas. Ambassador partners will work closely with Everpure to help develop competencies and go-to-market offerings.
• New recognition for technical expertise for resellers: The partner program now features Solution Practice Designations to recognize partners demonstrating the skills and tools to drive innovation and move the market forward in AI and Analytics, Cyber Resilience, Cloud, and App Modernization.
• Focusing the Managed Partner program on data-centric offerings: The MSP Partner program is being updated to focus on services where data and storage play a foundational role. It includes areas such as private and sovereign cloud, Storage-as-a-Service, and backup and disaster recovery. Part of the update includes the company prioritizing collaboration with partners who deliver these services, using Everpure as their underlying data platform.
• Expanded role for distributors to drive scale: The organization is enhancing its distributor partner program to support broader reach and faster partner enablement. Updates include new growth incentives, expanded marketing investment, and expanded scope for distributors to deliver training to reseller partners.

The start of 2026 has been a period of significant updates and changes to organizations’ partner programs. Read more about the updates Dell has made to their partner program, including reintroducing Titanium incentives.