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I asked this question months ago (being based in Europe too) and the reply was that I will indeed have to pay my local VAT and import toll when receiving the product.

When I explicitly followed up with whether this means they will ship from China they followed up with saying that it is very likely, but not set in stone yet.

Thanks for the info! It's a pity. I'd rather pay an extra for shipping when I preorder, in exchange for not having to worry about customs, as some Kickstarters do (or as Amazon does). Customs in my country are cumbersome and used to be unreliable (I have heard reports that they aren't that bad lately, but I still avoid them as knee-jerk reaction).

Their business address is in Norway, but of course that doesn't say anything about where they ship from.

They are a Norwegian company, so even if they ship from their European country and you live in any EU country, you still will have to pay customs.

Bought it anyway, even with customs (and in my country are surprisingly straightforward), it's cheaper than alternatives.