I seem to recall there was a tax loophole they used to sell DVD's from the channel islands or similar. The loophole was closed down around the time they put themselves up for sale.
Yup, as mentioned above, VAT wasn't applicable in the Channel Islands (not part of the EU) and EU member states could optionally exempt low-cost goods from non-EU states. IIRC it was imports of circa £18 or below so perfect for DVDs, CDs etc.. UK put a stop to it just after the 00s.
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