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Online Retail (europe)

Help, after visiting a British high street store and noting the price of goods I wished to purchase, I thought can it be purchased on-line cheaper? Through the British based on-line shop, the answer is NO.

The parent company is German and has shops in Germany(natch), France, Belgium, Holland etc, and by ticking the boxes on each countries web page for the same product I found that they are all paying the same euro price but the price in Britain is the same number but in pounds! an increase of 40% at todays exchange rate. Can they do this? Is it legal?
Also they state that you can only purchase goods on-line from your own country and it's relavent web page?

My question is how can I/we get round this, I do after all wish to purchase their product?
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