Pure Storage rebrands to Everpure - betting enterprise AI's biggest problem is data infrastructure

In June 2025, I interviewed a (then) Pure Storage executive and asked the question:

Do you think that down the line, having the word 'storage' in your brand name might start to feel a bit irrelevant?

Today, Pure Storage has announced that it will begin trading as Everpure on the New York Stock Exchange from March 5, 2026. The new name, announced today under embargo, should be seen in the broader context of a strategic shift the company has been building toward for the better part of two years - away from storage vendor, toward data management platform.

I sat down with John "Coz" Colgrove, Everpure's founder and Chief Visionary Officer, ahead of the company's rebrand announcement. His framing of why the rebrand matters - and why now - points to not only how the vendor is thinking about its commercial offerings, but also how customers and buyers are thinking about ...