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You only need to pay the 20% import tax if you buy it outside of the EU so from the US or Asia etc.
So buying anywhere in Europe has absolutely no tax issues on bringing it back to the UK since duty is deemed to have already been paid.
If you can buy in duty free land i.e. at airports either in the UK or in the EU then you can often save a bit more. But the price you pay at the airport is the price you pay. You can't reclaim any more tax back unless you live outside the EU on a permanent basis.
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