Not looking to break the bank, but I'd like to buy all new towels for our new house. Something fluffy, absorbent. I'm thinking I'll go with white or some other neutral.
I got the middle-of-the-line (there are three "levels") white Hotel Collection towels from Macy's about 1.5 years ago and still love them. Combining sales/coupons with discounted gift cards I bought online for Macy's brought the price down a good bit. They seem to have linen sales fairly often, so I definitely wouldn't pay full price for them.
My second favorite, far cheaper towels were Thomas O'Brien towels from Target, but I've read online that the quality has really declined on those in the last couple of years, so I can't recommend anymore without reservation.
IME, anything from BB&B sucks. I paid a small fortune for a couple of sets there that looked and felt awful within a few months.
I really love the JCP towels too. Just make sure they're the HOME collection or JCP brand. Some of the others are pretty awful. I hate every towel ever bought at Target. They're either scratchy or discolored. My MBath actually has the Jaclyn Smith towels from Kmart..lol. I really love the softeness and ribbed texture. They're going on 5 years and still looking good. Or at least good enough for the money I paid for them. I'm not into big thick heavy towels at all though. I like ones that are soft and wash and dry in a timely manner.