Only in the country from where you purchased the item, if in the EU. Like when you go to France and buy cigs, if you will.
If outside the EU, then you have to pay VAT and import duty, I believe. Like when you buy bumpers from the USA.
As has been said, until you hit the VAT limit, you do not have to charge it, but neither can you claim it back on purchases from the UK.
Tarmac's response was perfectly worded and factually correct. I'm happy to be corrected on any of the above, too.
Back on subject, this is well worth getting. If I had a Zed, I'd have one.