Sorry to labour the point but the presumption will be that anything being sent to you is owned by you and therefore will be subject to duty. After all not many retailers would ship to you from the US without having received payment first! HMRC is well aware of who the forwarding companiers are and where they operate from. If personal goods were being returned to you (say you'd left them behind when on holiday) then you might get away with it provided you could produce evidence of purchase from within the EU. There is an appeals procedure but its long winded - as you might expect.
If you're going to do this, best to expect to pay duty and be pleasantly surprised if you don't!
If you're going to do this, best to expect to pay duty and be pleasantly surprised if you don't!