diff --git a/docs/configuration.md b/docs/configuration.md
index eb281bf4..2a274fb6 100644
--- a/docs/configuration.md
+++ b/docs/configuration.md
@@ -38,7 +38,7 @@ JAZZMIN_SETTINGS = {
     "copyright": "Acme Library Ltd",
 
     # List of model admins to search from the search bar, search bar omitted if excluded
-    # If you want to use a single search field you dont need to use a list, you can use a simple string 
+    # If you want to use a single search field you dont need to use a list, you can use a simple string
     "search_model": ["auth.User", "auth.Group"],
 
     # Field name on user model that contains avatar ImageField/URLField/Charfield or a callable that receives the user
@@ -93,11 +93,12 @@ JAZZMIN_SETTINGS = {
     # List of apps (and/or models) to base side menu ordering off of (does not need to contain all apps/models)
     "order_with_respect_to": ["auth", "books", "books.author", "books.book"],
 
-    # Custom links to append to app groups, keyed on app name
+    # Custom links to append to app groups
+    # use the lower case app label to add links to that app, or use a new name to create a new group
     "custom_links": {
         "books": [{
-            "name": "Make Messages", 
-            "url": "make_messages", 
+            "name": "Make Messages",
+            "url": "make_messages",
             "icon": "fas fa-comments",
             "permissions": ["books.view_book"]
         }]
@@ -210,23 +211,32 @@ Currently, custom links (See below) cannot be ordered
 
 ### Side menu custom links
 
-Custom links can be added using `custom_links`, this is a dictionary of links, keyed on the app they will live under.
+Custom links can be added using `custom_links`, this is a dictionary of links, keyed on the (lower case) app they will
+live under, OR to make a new menu group, use an app label that is not one of your installed apps
+
 Example:
 
 ```python
     "custom_links": {
         "books": [{
             # Any Name you like
-            "name": "Make Messages",                
-            
+            "name": "Make Messages",
+
             # url name e.g `admin:index`, relative urls e.g `/admin/index` or absolute urls e.g `https://domain.com/admin/index`
-            "url": "make_messages",                 
-            
+            "url": "make_messages",
+
             # any font-awesome icon, see list here https://fontawesome.com/icons?d=gallery&m=free&v=5.0.0,5.0.1,5.0.10,5.0.11,5.0.12,5.0.13,5.0.2,5.0.3,5.0.4,5.0.5,5.0.6,5.0.7,5.0.8,5.0.9,5.1.0,5.1.1,5.2.0,5.3.0,5.3.1,5.4.0,5.4.1,5.4.2,5.13.0,5.12.0,5.11.2,5.11.1,5.10.0,5.9.0,5.8.2,5.8.1,5.7.2,5.7.1,5.7.0,5.6.3,5.5.0,5.4.2 (optional)
-            "icon": "fas fa-comments",                  
-            
+            "icon": "fas fa-comments",
+
             # a list of permissions the user must have to see this link (optional)
-            "permissions": ["books.view_book"]     
+            "permissions": ["books.view_book"]
+        }],
+        # Add/Or a new group (name must not conflict with an installed app)
+        "custom_group": [{
+            "name": "Custom Link",
+            "url": "custom_link",
+            "icon": "fas fa-comments",
+            "permissions": ["books.view_book"]
         }]
     },
 ```
diff --git a/jazzmin/settings.py b/jazzmin/settings.py
index bf57f336..a98d8286 100644
--- a/jazzmin/settings.py
+++ b/jazzmin/settings.py
@@ -57,7 +57,8 @@
     "hide_models": [],
     # List of apps to base side menu ordering off of
     "order_with_respect_to": [],
-    # Custom links to append to side menu app groups, keyed on app name
+    # Custom links to append to side menu app groups, keyed on lower case app label
+    # or makes a new group if the given app label doesnt exist in installed apps
     "custom_links": {},
     # Custom icons for side menu apps/models See the link below
     # https://fontawesome.com/icons?d=gallery&m=free&v=5.0.0,5.0.1,5.0.10,5.0.11,5.0.12,5.0.13,5.0.2,5.0.3,5.0.4,5.0.5,5.0.6,5.0.7,5.0.8,5.0.9,5.1.0,
diff --git a/jazzmin/templatetags/jazzmin.py b/jazzmin/templatetags/jazzmin.py
index 7f24dfc2..78bbedca 100644
--- a/jazzmin/templatetags/jazzmin.py
+++ b/jazzmin/templatetags/jazzmin.py
@@ -31,6 +31,7 @@
 from ..utils import (
     get_admin_url,
     get_filter_id,
+    get_installed_apps,
     has_fieldsets_check,
     make_menu,
     order_with_respect_to,
@@ -56,8 +57,17 @@ def get_side_menu(context: Context, using: str = "available_apps") -> List[Dict]
     ordering = options.get("order_with_respect_to", [])
     ordering = [x.lower() for x in ordering]
 
+    installed_apps = get_installed_apps()
+    available_apps: list[dict[str, Any]] = copy.deepcopy(context.get(using, []))
+
     menu = []
-    available_apps = copy.deepcopy(context.get(using, []))
+
+    # Add any arbitrary groups that are not in available_apps
+    for app_label in options.get("custom_links", {}):
+        if app_label.lower() not in installed_apps:
+            available_apps.append(
+                {"name": app_label, "app_label": app_label, "app_url": "#", "has_module_perms": True, "models": []}
+            )
 
     custom_links = {
         app_name: make_menu(user, links, options, allow_appmenus=False)
diff --git a/jazzmin/utils.py b/jazzmin/utils.py
index c1fe8099..ede4ff8b 100644
--- a/jazzmin/utils.py
+++ b/jazzmin/utils.py
@@ -237,3 +237,7 @@ def decorator(func: Callable):
         return func
 
     return decorator
+
+
+def get_installed_apps() -> list[str]:
+    return [app_config.label for app_config in apps.get_app_configs()]
diff --git a/pyproject.toml b/pyproject.toml
index 0b4d6441..e4a9c597 100644
--- a/pyproject.toml
+++ b/pyproject.toml
@@ -91,7 +91,7 @@ known-first-party = ["jazzmin"]
 known-local-folder = ["tests"]
 
 [tool.ruff.lint.mccabe]
-max-complexity = 10
+max-complexity = 11
 
 [tool.coverage.run]
 omit = ["*/__init__.py", ".tox", ".mypy_cache", ".reports", ".git"]
diff --git a/tests/test_app/library/settings.py b/tests/test_app/library/settings.py
index 6f4897fb..389ba2cc 100644
--- a/tests/test_app/library/settings.py
+++ b/tests/test_app/library/settings.py
@@ -171,7 +171,8 @@
     "hide_models": [],
     # List of apps to base side menu (app or model) ordering off of
     "order_with_respect_to": ["Make Messages", "auth", "books", "books.author", "books.book", "loans"],
-    # Custom links to append to app groups, keyed on app name
+    # Custom links to append to app groups, keyed on (lower case) app label
+    # or use a name not in installed apps for a new group
     "custom_links": {
         "loans": [
             {
diff --git a/tests/utils.py b/tests/utils.py
index a4521103..fec6f34b 100644
--- a/tests/utils.py
+++ b/tests/utils.py
@@ -8,7 +8,7 @@
 
 def parse_sidemenu(response):
     """
-    Convert the side menu to a dict keyed on app name, containing a list of links
+    Convert the side menu to a dict keyed on app label, containing a list of links
     """
     menu = defaultdict(list)
     current_app = "Global"