From their about page:

Why are PINE64 EU prices higher than Pine Store Ltd.?

Prices listed on PINE64 EU include both VAT and shipping cost. In short, you pay the listed price and receive your delivery within 7 days without additional charges. There is no need to deal with customs, pay additional shipping, wait weeks for your order to ship. You will also not you have to deal with other hassle common when ordering from outside the EU – all hardware sold by PINE64 EU has been through a rigorous approval process to enter the EU.

Whenever possible we follow Pine Store’s suggested retail pricing. This allows us to offer fast dispatch of the hardware, local support and RMA services as well as a 14 day return policy and a 2 year warranty. It also lets us offer additional services, such as giving you the choice of preinstalled operating systems on the PinePhone and PinePhone Pro. Frankly speaking, it also lets us keep the light on.

Cheapest shipping to me is $12, and sales tax varies by US state so isn't included. VAT looks to be 15-25%, so that explains most of the difference. (($35 + $12) * (1 + 25%) = $59, not sure what import duties cost).

They're not directly affiliated with Pine64 (other than Lukasz being an employee, but this seems to be a side hustle), so you're paying a small premium to not deal with EU import nonsense, get a warranty, etc.