I use Dulux trade. Trade is a bit thicker than consumer paint. You can thin thick paint if you need to but you can't thicken thin paint. Leyland, Johnstone, plenty of good brands. Avoid the really cheap ones, they are just selling you paint with more water in it, so not cheaper- you have to do more coats, which also takes longer. Most will colour match to anything you like if you go to the right outlet.
Picking the right paint for the room and the surface is the key. Firms like Dulux have lots of choice- see their websites- some matt, some satin, some washable, like silk and eggshell, some specially hardwearing. Dulux has a different website for their trade paints here: www.duluxtradepaintexpert.co.uk/en/products They also have a site for their consumer paints: www.dulux.co.uk/en/product-overview
If your local place doesn't do the colour you want in the surface you want, I recommend 'thepaintshed' online.
Posh paints are expensive but don't necessarily offer anything extra. Exceptions are paints like Earthborn claypaint where the ingredients are different- that specific one is wonderfully easy to put on, and doesn't stink the house out as it dries, but is not as hardwearing as you seem to need.
If you're a newbie, some tips-
-you can get roller 'scuttles', I find them easier to use than trays
-I use a large ladle to get paint from a can to the tray/scuttle/bucket so the can lid doesn't get clogged up with paint
-for ceilings, you can get telescopic rods for rollers so you don't need to get up on ladders.
-always use dustsheets! The very best, and only worth it if you will be doing a fair bit of decorating, have fabric on one side and plastic on the other. The fabric absorbs drips. Purely plastic the drips stay wet and walks everywhere if you aren't careful.
-get decent brushes, not the cheapest. Where you have to 'cut in' (paint the edges with a brush) to a roller-ed wall, I prefer to cut in first, roll after
-if you're only doing a small area, a radiator roller wastes less paint
-when cleaning a roller, first scrape the paint off with a curved scraper -DIY places have them. Roll the roller on the bottom of the sink (if you can) in water, a lot comes off. Then rub roller up and down all round with a bar of soap and rub, rinse, and wash roller clean. Using soap will leave it nice and fluffy again when it's dry. But wash every last bit of paint out until the water runs clear, or you'll get hard bits when it dries.