Custom module with its own menu?
You specify the menu_name parameter.

From the devel module:

$items['devel/cache/clear'] = array(
  'title' =&gt; 'Empty cache',
  'page callback' =&gt; 'devel_cache_clear',
  'description' =&gt; 'Clear the CSS cache and all database cache tables which store page, node, theme and variable caches.',
  'access arguments' =&gt; array('access devel information'),
  'menu_name' =&gt; 'devel',
);