That’s called a grey market model and it’s a common problem in Europe, even in established stores.
Sony definitely sell to the EU officially and have support centers in the EU. The trick is to verify your model number when you buy and make sure it’s the EMEA model – or return it if it’s not.
I agree that it’s a shitty thing to have to do as a customer but it happens with all brands not just Sony. They can’t officially service models that are sold out of region. Same thing applies to Apple, Samsung etc.