Brexit and our EU readers: an update from the editor

When I set up Cranked in 2015, I always aimed to create a magazine that ignored boundaries. Sure, it’s rooted in the UK. But its outlook has always been broad. It’s the reason we cover every single aspect of mountain biking, rather than concentrating in one area. It’s the reason that we welcome contributions from writers and photographers all over the globe. And it’s the reason that Brexit is turning out to be, well, a bit frustrating.

Shipping costs to the EU have gone up again, but this time by a LOT. For now, we’re absorbing those costs – but we’ll obviously have to keep an eye on things.

That’s not the real issue, though. The elephant in the room is the new VAT rules that the EU will be introducing in July. There are two changes that will impact us. The first is that the exemption on goods under €22 will no longer apply. And the second is that VAT must now be charged and collected at the point of supply for imports, but at the receiving country’s rate. These two apparently simple changes mean that the price of Cranked will vary according to where you live in the EU.

UK VAT on magazines is 0%. Whilst the UK was still part of the EU this made things nice and simple; everyone paid the same basic price for the magazine. Not all EU countries charge 0% on magazines, though.

While the VAT exemption on goods under €22 continues to apply, you should notice no difference.

From July, it all changes. We’re just not quite sure at this stage exactly how, or by how much.

This is what we aim to do:

  1. We’ll keep you informed.
  2. Our intention is, at the very least, to find a way to continue to support our existing EU subscribers. You’re part of the Cranked family.
  3. We may need to change the way we charge for EU orders, including single issues and subscriptions. Depending on the specifics of the VAT changes, this could make Cranked a little more expensive in some EU countries.

We’re aware that the EU scheme is, in many ways, a mirror image of the new VAT rules for imports that the UK government has just announced. In response to these new rules – and the costs and admin burden associated with them – many companies outside the UK have simply decided that it’s not worth their while to ship anything at all to UK customers. And we can’t blame them.

At Cranked we’ll do everything we can to ensure that the magazine is available to the widest possible audience, wherever you live. Bear with us over the next few months as we figure out how best to do that.

Thanks for your support!




7 Responses to Brexit and our EU readers: an update from the editor

  1. Vinay February 23, 2021 at 7:12 am #

    Hi Seb, reader from The Netherlands here. Just bump up there prices if that’s what you’re facing too, don’t absorb it yourself. It is already amazing that you manage to pump out beautiful magazines in this day and age. I can’t speak for everyone over here but I need your kind of stuff. I’m more than willing to throw that little bit more money (what is it even, a few euros a year?) your way if that’s what it takes to keep you going!

    • Seb Rogers March 1, 2021 at 10:11 am #

      Thanks Vinay. We’re working through the best way to do all this, and if there are any changes for our EU customers we’ll be in touch in due course. Appreciate your support, and glad you’re enjoying the mag!

      • Vinay May 12, 2021 at 11:10 am #

        Hi Seb,

        are you aware of any additional procedures taking place now, other than what’s described in your article? I received issue 24 in the mail yesterday. Which was a good bit later than I was expecting it, but also all four corners of the box were ripped open. So either it got stuck in the machinery of the mail service or it was customs trying to have a good read. Or it was an attempt at smuggling something but I don’t have a clue what that could have been. I always thought it was us exporting the drugs! Luckily the magazine itself arrived in good shape (and it really is a good one again!) but of course if this now becomes standard procedure it does already make me feel a bit sorry for my future copies of the mag.

        If you like I could send you pictures. Yes indeed I made my first “unboxing” photo series :)!

        • Seb Rogers May 12, 2021 at 12:38 pm #


          Sorry to hear you had that experience. Do remember we ALWAYS replace any issues that have been lost or damaged, so if your copy of Cranked ever arrives in anything other than good shape please do let us know.

          I’m not aware of any specific procedures that may have caused this, but the combination of Covid and brexit has certainly not helped delivery times and, as I understand it, each EU country has its own procedures for dealing with mail from the UK. Our warehouse team does their best to follow the latest procedures to minimise delays, but it’s also become apparent that there’s quite a bit of confusion and variation in how mail between the UK and EU is handled, even within the same EU country.

          There’s not much more we can do except to reassure you that we’ll always do everything in our power to get your copy to you in good shape and reasonable time and that, if that doesn’t happen – even if it’s for reasons beyond our control – we’ll do our best to make it right.

          I expect that things will calm down eventually, particularly as the pandemic recedes. I doubt the mail service from the UK to the EU will ever be as smooth as it used to be, but it should improve.

          Best regards


          • Vinay May 15, 2021 at 4:57 pm #

            Thanks Seb, yeah when the issue was delayed I already expected it to be because of all the confusion surrounding Brexit. It sure must be incredibly confusing and obviously short notice so I’m tolerant to some delay. Just happy that the mag arrived in good condition (unlike the box) and even though I do understand that you’re willing to send me a replacement should it have been damaged, I would feel sorry for you if you’d have to cough up for a damage induced by a third party. Either way, that’s all hypothetical as the mag is here and in perfectly good condition!

  2. karim HAMDADOU March 1, 2021 at 10:05 am #


    j h abite en france je voulais savoir quand sort le premier numero de 2021 est combien de temps la livraison prends pour la france



    • Seb Rogers March 1, 2021 at 10:10 am #

      Salut Karim. Le premier numéro de 2021 est publié le 15 mars. La livraison en France prend normalement une semaine ou deux. Covid et Brexit rendent tout un peu lent!

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