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Our store has been up and running for about 18 months and has been more successful than expected. Unfortunately we have run into a few minor issues with customers wanting to pick up in store but much of the online parts we sell are drop ship. We have made the decision to open a second store. One will support our brand (using current URL)and reflect products and pricing we offer at our B&M locations. The second will continue down the path we have been going but under a completely different brand (and URL) in no way tied to our  B&M stores. My question is this: Would it be smarter to re brand the store we have now and change the URL.?We would then create the second site as our corporate branded site. Or do we adjust the currently site and then create a second site with the new brand. The only real hold up is that the re branded store will generate far more revenue and the current site is optimized very well. However if i change the URL the optimization will go out the window .