Where there is not a supply of title and possession, the supply becomes a supply of services. If this is cross-border, then the special 'Place of Supply' rules apply. The place of supply may, therefore, be the Member State where the recipient is established.
VAT Act s5(1), and Sch 4, paras 1 & 2 apply to establish whether there is a supply of services.
(welcome to the fiscal theme park that is VAT!)
My first thought on finding the goods weren't going anywhere was perhaps it was a service, in which case reverse charges would come into play (I believe). That might actually be good, as without the goods being received by the EU company they wouldn't be able to recover the VAT (right?), but with the reverse charge they could (assuming fully taxable) recover all the VAT making the transaction VAT neutral all round.