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VAT stands for Value Added Tax. The current UK rate is 20% VAT is a tax that you pay when you buy goods in the European Union (EU), including the United Kingdom. Where VAT is payable it's included in the price of the goods, not added at checkout. Some items do not have VAT on them; this applies to children's clothing, children's shoes, and books.
Deliveries sent to customers who live outside of the European Union are exempt from paying UK VAT. If you live outside the UK but are sending to a UK address the Vat still applies to the sale. We remove the VAT charge (which is 20%) from your non EU order, and this is shown clearly in your shopping basket when you checkout.
Children's clothing and shoes do not have VAT added in England, so these prices will remain the same.