name of store; trade name (esp. of a sole proprietorship)
stage name (e.g. of actor)
老舗の屋号は地域に広く知られている。
The trade name of the long-established shop is widely known in the area.
屋号を変えずに五代続く料亭がある。
There is a restaurant that has continued for five generations without changing its name.
のれんに書かれた屋号が目を引いた。
The trade name written on the shop curtain caught my eye.