Name your store "CheapJeans.co.uk" and you're locked into one product category forever. Brand names like Gymshark can expand into any category and maintain premium positioning.
Brand > Keywords
Glossier, Gymshark, ASOS. None are keyword-stuffed. All dominate search.
If You Sell One Product Category
"MensSuits.co.uk" gives slight SEO edge. Works for niche stores.
If You Plan to Expand
Choose brand name. "BooHoo" can sell anything. "CheapJeans.co.uk" is locked in.
Amazon/eBay Store Names
Different rules. Descriptive names perform better on marketplaces. Brand names work for standalone sites.
Trust Signals
Avoid "Cheap," "Discount," "Wholesale" in name unless you're actually discount-only.
International Shipping
Don't include "UK" in name if you ship globally. Limits perceived market.