I am thinking about changing my existing store to a new niche, and moving the existing items to a new store. I am considering this because the current name fits the new niche better, and a new store with a different name would better fit the existing niche. Can the existing items be moved to a new store, or do I have to remove them and start over?
It is definitely possible to transfer the items on your current store to another - this can be done by exporting products from your current store and then importing that CSV file into your new store. We have a great Help Guide on Importing Products with a CSV file as well as a helpful Youtube Tutorial.
It may also be beneficial for your brand to look into purchasing a custom domain if you haven't already - a custom domain improves name recognition, increases credibility and helps customers find your website more easily. You can search for an available domain here, purchase and register it!