All brands are good, some better than others.. I am not confident in everything, but can say w certainty that mid grade stuff lasts a long time, works well in most conditions. I have used limited DuraAce but use primarily Shimano Ultegra and it doesn't let me down, not left stranded or constantly tinkering w my bike. Friends use Sram and are happy with value and performance, reliability.
And rims and wheels just keep getting better. In my area ,road tubeless still has some issues. And personally I don't love anything above @45mm for rim profile, but it's personal preference.
Also bike shops have headroom, they are making a little profit so things like seat, stem length or handlebar width can be negotiating points.. Don't buy low end and keep upgrading.. Cockpit can cost @$3-500 conservative.. And saddle @100+....
I am a believer in getting it as close to permanent as fast as possible.. And stem, bars and seat are not negotiations.. Have to be right, day one.
Pedals, again something you can work with bike shop..seat bag, flat kit..all stuff you need.. Don't ride your new bike wo provisions in hand to fix a puncture!!