Choosing the right company name is one of the first legal and branding decisions you make when starting a business in the UK. The name must comply with Companies House rules, avoid trademark conflicts and support your long-term plans.
This guide walks you through the practical steps to select and check a name that is both legally acceptable and commercially useful for UK early-stage founders and e-commerce sellers.
Understanding the basic rules for acceptable company names
UK company names must follow strict formatting rules set by Companies House. The name cannot be identical to an existing registered company. Certain words and expressions are restricted and require prior approval, such as those implying royal or government connections.
Sensitive words include terms like "Royal", "Bank", "Charity" or "Institute". You must usually provide supporting evidence if you wish to use them. Names that are offensive, misleading or suggest criminal activity are also prohibited. Limited companies must usually end with "Limited" or "Ltd", while LLPs use "Limited Liability Partnership".
Check the current rules on GOV.UK before you begin because requirements can change. The same name can sometimes be used by different entity types, such as a limited company and a sole trader trading name, provided no trademark conflict exists.
Brainstorming names that support your e-commerce or startup idea
Start by listing words that describe what your business does, your values or the problem you solve. For an e-commerce seller of sustainable home goods, words such as "eco", "nest" or "loom" might appear. Combine them with other terms to create options that are memorable and easy to spell.
Avoid overly generic names that will be hard to protect or rank for online. "Online Shop Ltd" is unlikely to be distinctive enough for branding or trademark purposes. Instead aim for something specific yet flexible enough to allow growth. If you plan to expand from side hustle to full-time, choose a name that will still fit when you move beyond your first product range.
Write down at least ten options. Test them by saying them aloud, typing them without autocorrect and asking potential customers whether they understand the name and can remember it after hearing it once.
Checking availability at Companies House
Use the free WebCHeck service on the Companies House website to search for your proposed name. Enter the exact name and also try common variations and misspellings. The search will show whether an identical name is already taken by a live or dissolved company.
Even if no exact match appears, similar names may still cause problems later. Companies House does not check trademarks or trading names during incorporation, so their approval does not guarantee you can use the name freely in the market. Always treat the Companies House search as the first filter, not the final decision.
Repeat the search after a few days in case another founder registers a similar name in the meantime. If you are incorporating through an online platform, the system will usually perform this check automatically but you should still verify manually.
Searching for trademark conflicts
A company name that is legally registered at Companies House can still infringe an existing trademark. The Intellectual Property Office (IPO) database lets you search for UK trademarks across 45 classes. Most e-commerce businesses will need to check classes related to retail, advertising, clothing or digital services depending on their offering.
Search both the name itself and similar sounding or looking marks. A clothing brand called "LumeWorks" could conflict with an existing "LoomWorks" trademark in class 25 even if the spelling differs slightly. If your plan includes selling on Amazon, Etsy or your own website, a trademark conflict can lead to account suspension or legal letters.
Consider hiring a professional trademark search if your name is important to your brand. Basic checks can be done yourself on the IPO website and the EUIPO database if you plan to trade in Europe. Remember that common law rights can exist even without a registered trademark, so searching business directories and Google for similar trading names is also advisable.
Branding and domain name considerations
Your company name should ideally match or closely relate to your website domain, social media handles and email address. Check availability of the .co.uk and .com versions of your name using a domain registrar. Even if the exact match is taken, a small variation such as adding "uk" or "shop" may work, but this can weaken brand recognition.
Test how the name looks in a logo, on packaging and in marketing materials. A name that is difficult to pronounce or spell will increase customer service costs and make word-of-mouth marketing harder. For e-commerce sellers, the name should also work well when customers are searching on Google or typing a web address on mobile devices.
Consider future-proofing. A name tied too closely to one product, such as "CottonTee Ltd", may limit you when you add new categories. Many successful founders choose a made-up or abstract name that allows expansion while remaining distinctive.
Final checks and incorporation
Once you have narrowed your list to two or three strong options, run every name through the Companies House search, the IPO trademark database, domain registrars and a general web search. Make a note of any similar businesses you find and assess whether confusion is likely.
If the name passes these checks, you can incorporate the company. You will need to provide the registered office address, which can be a physical location or a service that offers this facility. Some incubators such as Loomworks in West Yorkshire provide a registered address as part of their support for selected early-stage founders.
After incorporation, monitor the name for the first few months. New companies are sometimes challenged and you may need to adjust if a trademark owner contacts you. Register the trademark yourself once the business has traction to strengthen your legal position.
Common pitfalls to avoid
Many new founders choose a name they like personally without checking availability, then waste weeks rebranding after incorporation. Others pick a name that is too similar to a well-known brand and receive a cease-and-desist letter shortly after launching their website.
Do not rely solely on the fact that a domain is available. A matching domain does not protect you from trademark claims. Equally, do not assume that because a sole trader is using a name locally it will not affect your limited company. Geographic separation offers limited protection in the internet age.
Finally, avoid changing the name six months after launch unless absolutely necessary. The cost in lost brand equity, reprinting materials and updating accounts is significant. Thorough checking at the beginning saves time and money later.
Frequently asked questions
Can two UK companies have the same name?
No. Companies House will not register a new limited company with exactly the same name as an existing one. Similar names may be allowed if they are sufficiently different, but this still carries risk of confusion or objection. Always check the current rules on the Companies House website.
Do I need to trademark my company name?
It is not compulsory at incorporation, but registering a trademark gives stronger legal protection against copycats. Many e-commerce founders wait until they have validated their idea before spending on trademark fees. Search the IPO database first to see whether your chosen name is already registered by someone else.
What if my preferred name is already taken at Companies House?
You will need to choose a different name or vary the spelling, add a word or change the structure. Adding your location, a product descriptor or your initials can help create an available option. Test several variations early so you are not forced into a poor choice at the last minute.
Can I use my own name as the company name?
Yes, provided it meets the usual rules and is not misleading. Many consultants and e-commerce sellers trade under their personal name followed by Limited. This approach can simplify branding but may make selling the business in future slightly more complicated.
How long does a company name check take?
The basic Companies House search is instant. A thorough trademark and web search can take a few hours spread over a couple of days. Allow time to check domain names and social handles at the same time so you do not fall in love with a name that is unavailable across the board.
Related reading: When and how to register for VAT as a UK startup, Simple bookkeeping system for UK side-hustlers, Hiring your first employee as a UK small business. Browse all starting a business guides or apply to Loomworks.