diff --git a/pype/tools/launcher/lib.py b/pype/tools/launcher/lib.py
index 25270fcbfe..a6d6ff6865 100644
--- a/pype/tools/launcher/lib.py
+++ b/pype/tools/launcher/lib.py
@@ -100,3 +100,14 @@ def get_action_icon(action):
         print("Can't load icon \"{}\"".format(icon_name))
 
     return icon
+
+
+def get_action_label(action):
+    label = getattr(action, "label", None)
+    if not label:
+        return action.name
+
+    label_variant = getattr(action, "label_variant", None)
+    if not label_variant:
+        return label
+    return " ".join([label, label_variant])
diff --git a/pype/tools/launcher/models.py b/pype/tools/launcher/models.py
index fee09e4f4b..f76e26afde 100644
--- a/pype/tools/launcher/models.py
+++ b/pype/tools/launcher/models.py
@@ -155,25 +155,57 @@ class ActionModel(QtGui.QStandardItemModel):
         self.beginResetModel()
 
         single_actions = []
+        varianted_actions = collections.defaultdict(list)
         grouped_actions = collections.defaultdict(list)
         for action in actions:
+            # Groups
             group_name = getattr(action, "group", None)
-            if not group_name:
-                single_actions.append(action)
-            else:
+
+            # Lable variants
+            label = getattr(action, "label", None)
+            label_variant = getattr(action, "label_variant", None)
+            if label_variant and not label:
+                print((
+                    "Invalid action \"{}\" has set `label_variant` to \"{}\""
+                    ", but doesn't have set `label` attribute"
+                ).format(action.name, label_variant))
+                action.label_variant = None
+                label_variant = None
+
+            if group_name:
                 grouped_actions[group_name].append(action)
 
-        for group_name, actions in tuple(grouped_actions.items()):
-            if len(actions) == 1:
-                grouped_actions.pop(group_name)
-                single_actions.append(actions[0])
+            elif label_variant:
+                varianted_actions[label].append(action)
+            else:
+                single_actions.append(action)
 
         items_by_order = collections.defaultdict(list)
+        for label, actions in tuple(varianted_actions.items()):
+            if len(actions) == 1:
+                varianted_actions.pop(label)
+                single_actions.append(actions[0])
+                continue
+
+            icon = None
+            order = None
+            for action in actions:
+                if icon is None:
+                    _icon = lib.get_action_icon(action)
+                    if _icon:
+                        icon = _icon
+
+                if order is None or action.order < order:
+                    order = action.order
+
+            item = QtGui.QStandardItem(icon, action.label)
+            item.setData(actions, self.ACTION_ROLE)
+            item.setData(True, self.GROUP_ROLE)
+            items_by_order[order].append(item)
+
         for action in single_actions:
             icon = self.get_icon(action)
-            item = QtGui.QStandardItem(
-                icon, str(action.label or action.name)
-            )
+            item = QtGui.QStandardItem(icon, lib.get_action_label(action))
             item.setData(action, self.ACTION_ROLE)
             items_by_order[action.order].append(item)
 
@@ -185,7 +217,7 @@ class ActionModel(QtGui.QStandardItemModel):
                     order = action.order
 
                 if icon is None:
-                    _icon = self.get_icon(action)
+                    _icon = lib.get_action_icon(action)
                     if _icon:
                         icon = _icon
 
diff --git a/pype/tools/launcher/widgets.py b/pype/tools/launcher/widgets.py
index c3a908c9dd..774c3de5ee 100644
--- a/pype/tools/launcher/widgets.py
+++ b/pype/tools/launcher/widgets.py
@@ -1,4 +1,5 @@
 import copy
+import collections
 from Qt import QtWidgets, QtCore, QtGui
 from avalon.vendor import qtawesome
 
@@ -123,13 +124,53 @@ class ActionBar(QtWidgets.QWidget):
             self.action_clicked.emit(action)
             return
 
-        menu = QtWidgets.QMenu(self)
         actions = index.data(self.model.ACTION_ROLE)
-        actions_mapping = {}
+        by_variant_label = collections.defaultdict(list)
+        orders = []
         for action in actions:
-            menu_action = QtWidgets.QAction(action.label or action.name)
-            menu.addAction(menu_action)
-            actions_mapping[menu_action] = action
+            # Lable variants
+            label = getattr(action, "label", None)
+            label_variant = getattr(action, "label_variant", None)
+            if label_variant and not label:
+                label_variant = None
+
+            if not label_variant:
+                orders.append(action)
+                continue
+
+            if label not in orders:
+                orders.append(label)
+            by_variant_label[label].append(action)
+
+        menu = QtWidgets.QMenu(self)
+        actions_mapping = {}
+
+        for action_item in orders:
+            actions = by_variant_label.get(action_item)
+            if not actions:
+                action = action_item
+            elif len(actions) == 1:
+                action = actions[0]
+            else:
+                action = None
+
+            if action:
+                menu_action = QtWidgets.QAction(
+                    lib.get_action_label(action)
+                )
+                menu.addAction(menu_action)
+                actions_mapping[menu_action] = action
+                continue
+
+            sub_menu = QtWidgets.QMenu(label, menu)
+            for action in actions:
+                menu_action = QtWidgets.QAction(
+                    lib.get_action_label(action)
+                )
+                sub_menu.addAction(menu_action)
+                actions_mapping[menu_action] = action
+
+            menu.addMenu(sub_menu)
 
         result = menu.exec_(QtGui.QCursor.pos())
         if result: