Pure Storage’s mission is to empower organizations to unlock the full potential of their data through innovative and efficient storage solutions. The company aims to deliver a simple, unified, and sustainable data storage platform that is always-on and built for the future. A primary goal for Pure Storage is to lead the industry’s transition away from traditional hard disks to all-flash storage, thereby reducing data center power consumption globally.
In the market, Pure Storage has established a strong reputation as a leader and innovator in the all-flash data storage sector. The company is recognized for its high-performance solutions, customer-centric approach, and its “Evergreen Storage” model that eliminates disruptive and costly upgrade cycles. This focus on simplicity and continuous innovation has positioned Pure Storage as a key player, challenging legacy vendors and earning high marks for customer satisfaction.
Offerings, Capabilities, and Integrations
Pure Storage provides an enterprise data storage platform that increases performance while reducing complexity and costs. The company’s offerings are built on its Evergreen architecture, which provides a unified storage-as-a-service platform for on-premises, cloud, and hosted environments. This architecture ensures that deployed products do not become obsolete, can adapt to changing needs, and are upgradable without disruption. Pure Storage’s solutions are designed to be simple to set up and operate, with expansive integrations that allow for the seamless extension of data services into the cloud. The company’s competitive edge is further sharpened by its DirectFlash technology, which utilizes software written directly to raw flash, in contrast to competitors who use more expensive and less efficient SSDs. This focus on all-flash storage solutions provides customers with significant improvements in reliability, power and space efficiency, and a lower total cost of ownership compared to both hard disk and other all-flash competitive offerings.
Pure Storage’s capabilities are centered around providing a cloud-like experience with a single, unified platform for data services. This platform is designed to handle a wide range of workloads, from AI and high-performance computing to general data storage needs. The company’s subscription-based model offers flexibility in how clients store and manage their data, ranging from traditional ownership to a storage-as-a-service model. This approach is designed to minimize downtime and simplify the complexities of data management. Pure Storage also offers integrations with other programs, such as Microsoft, Oracle, and SAP, allowing customers to maximize the performance of their applications.
Products and Services
Pure Storage offers a portfolio of hardware and software products, as well as subscription services, designed to address a wide range of data storage needs. The company’s flagship products are its FlashArray and FlashBlade lines of all-flash storage arrays.
- FlashArray: This product family is designed for block storage and is optimized for structured data workloads such as databases and virtualized environments. The FlashArray portfolio includes several models to cater to different performance and capacity requirements:
- FlashArray//XL: Designed for enterprise-grade performance and scale for mission-critical applications.
- FlashArray//X: A performance-optimized array for a company’s most demanding applications.
- FlashArray//C: A capacity-optimized array that provides a balance of performance and cost-efficiency.
- FlashArray//E: An all-flash solution designed to replace traditional hard disk-based systems for capacity-oriented workloads, offering better economics than disk.
- FlashBlade: This product line is a scale-out file and object storage platform designed for modern, unstructured data workloads, including AI, machine learning, and high-performance computing.
- FlashBlade//S: A modular architecture that allows for independent scaling of capacity and performance.
- FlashBlade//E: A capacity-optimized version designed to offer the benefits of all-flash at a lower cost than disk for unstructured data repositories.
- Evergreen Subscriptions: Pure Storage offers a suite of subscription services that provide a cloud-like experience for on-premises infrastructure. These services include:
- Evergreen//One: A storage-as-a-service (STaaS) offering with flexible, consumption-based billing.
- Evergreen//Flex: A model that allows customers to own their storage while still benefiting from the Evergreen architecture.
- Evergreen//Forever: A subscription that includes non-disruptive hardware and software upgrades.
- Software and Management: Pure Storage provides a suite of software to manage and optimize its storage solutions.
- Purity Operating Environment: The software that powers FlashArray and FlashBlade, providing data services and flash management.
- Pure1: A cloud-based management platform that offers predictive analytics and monitoring for Pure Storage arrays.
- Pure Fusion: A storage-as-code platform that enables automation and provisioning of storage services.
- Portworx by Pure Storage: A Kubernetes data services platform for cloud-native applications.
- Cloud Services:
- Pure Cloud Block Store: Extends Pure’s enterprise storage and data management capabilities to public clouds like AWS and Azure.
Target Customers
Pure Storage’s target customers are primarily large enterprises and mid-sized organizations that require high-performance, reliable, and scalable data storage solutions. The company serves a wide range of industries, including healthcare, financial services, government, manufacturing, media, and technology. The ideal Pure Storage customer is an organization looking to accelerate critical business applications, reduce its data center footprint, and simplify storage management.
These customers benefit from Pure Storage’s products and services in several ways. The all-flash architecture provides the high IOPS and low latency necessary to accelerate applications and improve performance. The simplicity of the platform, with its intuitive management interfaces, helps to streamline operations and reduce the administrative burden on IT teams. Furthermore, the Evergreen subscription model offers cost efficiency by reducing the total cost of ownership through data reduction, power savings, and non-disruptive upgrades. Organizations with a focus on modernizing their infrastructure and adopting hybrid cloud strategies are also key beneficiaries of Pure Storage’s offerings, which provide a consistent data storage experience across on-premises and cloud environments.
Cloud Integrations and Marketplaces
Pure Storage offers a range of cloud integrations and maintains a presence on major cloud marketplaces, enabling hybrid and multi-cloud strategies for its customers. These offerings are primarily centered around providing enterprise-grade block storage capabilities within the public cloud, facilitating data mobility, and ensuring consistent data services across on-premises and cloud environments.
- Microsoft Azure
Pure Storage provides Pure Cloud Block Store on the Microsoft Azure Marketplace. This solution delivers enterprise-class block storage natively on Azure and is designed to support mission-critical applications. It integrates with Azure capabilities like shared disks and Ultra Disk Storage to offer high availability and performance. Pure Storage also offers Azure Native Pure Storage Cloud, a jointly developed and managed enterprise-class cloud block storage service available as an Azure Native Integration. This service is designed for scalable and high-performance block storage for use cases such as large-scale databases, virtual machines, and containerized applications via Azure VMware Solution (AVS). Additionally, Pure Storage solutions support Azure Arc-enabled data services, allowing customers to run Azure data services on-premises, at the edge, or in any cloud environment using Kubernetes.
- Amazon Web Services (AWS)
As an AWS Advanced Technology Partner, Pure Storage offers several integrations and listings on the AWS Marketplace. Pure Cloud Block Store for AWS provides enterprise-grade block storage in the cloud, powered by Purity software, offering advanced data services and cost optimization. Pure Storage is also an AWS Service Ready Partner, with solutions like FlashArray for AWS Outposts, which combines AWS cloud services with enterprise-grade data storage for a hybrid solution. This allows for running cloud-native and mission-critical applications within a customer’s data center. For containerized applications, Portworx by Pure Storage is available in the AWS Marketplace to provide container-granular storage, data protection, and capacity management for applications running on Kubernetes. Pure Storage also offers integrations for VMware workloads on AWS, enabling migration and disaster recovery.
- Google Cloud
Pure Storage has a presence on the Google Cloud Marketplace with its Cloud Block Store offering. This allows customers to deploy a virtual Pure Storage array in their Google Cloud environment. Pure Storage is also part of Google Cloud’s Anthos Ready Storage Initiative. This collaboration ensures that Pure Storage’s solutions for data storage can be deployed on the Anthos platform across hybrid environments. The integration with Google Kubernetes Engine (GKE) is facilitated by Pure Service Orchestrator (PSO), which delivers persistent storage support for containerized applications.
Key People
- Chairman and Chief Executive Officer: Charles Giancarlo
- Founder and Chief Visionary Officer: John “Coz” Colgrove
- Chief Operating Officer: Matt Burr
- Chief Technology Officer: Robert Lee
- Chief Financial Officer: Kevan Krysler
- Chief Product Officer: Ajay Singh
- Chief Revenue Officer: Dan FitzSimons
- Chief Marketing Officer: Lynn Lucas
- Chief Digital Transformation Officer: Paolo Juvara
- Chief Administrative and Legal Officer: Niki Armstrong
- General Manager, Hyperscale: Bill Cerreta
- General Manager, Commercial: Amy Fowler
Key Facts
- Headquarters: Santa Clara, California
- Number of Employees: Approximately 6,000
- Annual Revenue: $3.17 billion (fiscal year 2025)
- Parent Company: None
- Subsidiary Companies: Portworx, Pure Storage Australia Pty Ltd, Pure Storage Germany GmbH, Pure Storage Japan KK, Pure Storage UK Ltd
- Publicly Listed: Yes, (NYSE: PSTG)
Analyst Recognition
Pure Storage is recognized by several leading analyst groups for its data storage solutions. The company’s position within these analyses varies by the specific market segment being evaluated.
- Gartner: Pure Storage is positioned as a Leader in the 2025 Gartner® Magic Quadrant™ for Enterprise Storage Platforms. This marks the twelfth consecutive year that Gartner has recognized Pure Storage as a Leader in its storage-related Magic Quadrant reports. Prior to the establishment of the Enterprise Storage Platforms category, Pure Storage was recognized as a Leader in the Magic Quadrant for Primary Storage Platforms.
- IDC: In the inaugural IDC MarketScape for Worldwide Container Data Management 2023, IDC named Pure Storage a Leader.
- Forrester: There is no indication of a recent, specific analyst recognition for Pure Storage within a Forrester Wave™ report.
- Everest Group: There is no indication of analyst recognition for Pure Storage in recent reports from the Everest Group.
