It depends on what kind of towels you like/ how much you want to spend /where you live /if you want to buy online etc etc. Personally I can’t bear those velvety textured ones.
The most absorbent towels I bought were from Tesco, they washed and dried nicely. The worst were from John Lewis where the stitching at the ends shrunk and pulled the towels out of shape.
TKMaxx is brilliant for towels and bedding and their sister store, HomeSense, has a huge range of low priced designer brands. Always something there to catch the eye.