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They can't! Simples.How does companies like warehouse express and jessops make any money? why dont they just go grey?
'Grey' normally means something which has not come into the UK via a manufacturer approved route to market. In the case of cameras, this would be a product which has not been brought into the country by eg. Canon (UK) and then sold at trade prce to Jessops etc.
However, grey is also fast becoming a term for something purchased on the net via Hong Kong or such like.
Either way, the UK retailer as to add 20% VAT on to the sale price. They cannot get round this. If Jessops were to buy-in 'grey' imports, they would still have to charge VAT and hence the saving to the shopper would be minimal.
UK consumers buying directly from HK are effectively evading VAT (knowingly or otherwise) and the supplier is complicit in this - although they are not necesarilly breaking the law in their country.
UK high street prices have VAT added-on. It's as simple as that. The Internet has turned the retail world upside down and left a very un-level playing field which works against the UK retailer. Selling 'greys' won't help them in any way.