Multiple Brands under one Organisation Shopify Plus

Shopify Plus

Topic summary

A Shopify Plus user acquired a second brand with a unique domain and wants to integrate it into their existing organization. Shopify support claimed the new store must have identical branding and store name as the main brand to be migrated.

Conflicting advice emerged:

  • One respondent suggested Shopify is pushing for a separate Plus subscription and recommended framing the new brand as a subsidiary or sub-collection to improve approval chances.

  • Another respondent contradicted support’s claim, stating Shopify Plus explicitly allows multiple brands with unique branding under one organization through:

    • Expansion stores (up to 9 included with Plus)
    • Multi-store setup within Shopify Organization Admin
    • Shopify Markets for single-store multi-brand approaches

Recommended action: Request that Shopify link the second store as an expansion store under the existing Plus contract while maintaining separate branding.

The discussion remains open regarding whether Shopify will approve the setup without requiring an additional subscription.

Summarized with AI on November 1. AI used: claude-sonnet-4-5-20250929.
1

I have Shopify Plus subscription with one main brand. We recently purchased another domain with a unique brand (within the same industry) and we want to integrate it into our organisation. Shopify support have said inorder to migrate the new store into our organisation it must have identical branding between name and identical store name as our Main Brand. This seems illogical, is there no way to have multiple brands operating under the same Shopify Organisation when using Shopify Plus?

2

Shopify just wants you to buy another Shopify Plus subscription. Again write them and insist it is the same, just subcollection and sub-website, say it is daughter company of the main.

From our experience there is less chances that it will approved, so you will have to buy another Plus Subscription. ))) Sorry

And if you need any help to setup new store, we can do it for you for free if you allow us to affiliate you for Shopify plus, as we will get affiliate fee, from your side you will not loose anything but you will get free Shopify development from our side. )))

Good luck chatting with Shopify support, try keep your nerves. )))

3

Hi @StuartLove ,

Yes, you can manage multiple brands under Shopify Plus without identical branding. Shopify Support’s claim is incorrect.

**Your Best Options:**1. Multi-Store Setup – Shopify Plus allows multiple stores with unique branding under one Shopify Organization Admin.

  1. Expansion Stores – Shopify Plus includes up to 9 expansion stores, each with a different domain and branding.
  2. Shopify Markets (If using one store) – Serve multiple brands with different domains via theme customizations.

Solution:

  1. Request Shopify to link your second store as an expansion store under your Plus contract.
  2. Insist on separate branding while keeping both stores in the same Shopify Organization.