€€€. ARE WE BEING RIPPED OFF?

Hello all.
I'm thinking of buying a Daiwa STS 13 PM. I'm getting prices around the
€235 mark from England. This is p p inc. I'm after checking in a few shop's in the south-east and the best I can find is €295.
Can anybody tell me why there is such a difference.

all feed back welcome

There is a difference in VAT rates between the 2 countries, here its 21%, in the UK its (I think) 17.5%. Still, it doesnt explain that kind of a difference though.