I imported my first DVD player this way. From memory, 4% duty and then VAT over all the cost, including postage. I did have to buy a mains transformer, and it only worked with NTSC/R1 discs, which was all I bought at the time anyway. However, I think because it has a tuner the duty is much higher. Customs are very helpful if you give them a call.
One worry was than initially it didn't work! Being an electronics engineer, it was quickly fixed (loose wires). But would you do the same? The reason I bought from the US was that I wanted a true R1 player. If you have a similar need, then consider it. But there's other consideration (already covered) which you should take on board.
All the best,
Dr John Sim.