I'm a H&M fan, mix it up with a bit of Next, a bit of Gap and that seems to do the job.
I find Boden a bit girly for my girl now she's older, so though the quality is good, it's not an option for us. John Lewis are similarly girly, even though they don't do the ubiquitous over-trendy stuff or the logo strewn stuff they still seem very pink for girls.
I love Fatface but our local store doesn't do much in the kids range.
I'm a big fan of Pumpkin Patch too. Nice quality, good designs, nice colours. You just have to buy bigger sizes to be sure of the fit, eg dd is 8, tall for her age, so 9 or even 10 is best for her. Their boy range looks good too.
Best bet imo is to head to a bigger shopping mall so you have plenty of options under one roof and food on tap to give the kids a nice lunch as a reward.
Hope you find what you're looking for.