Was your purchase for around $11? Typically fx fees are around 3%. Figleaves is British so it could be that I guess, but probably only if you were charged in pounds rather than dollars?
Usually the way it works is that it doesn't matter where the transaction takes place -- the currency is what matters. So if I buy something in Europe on a card that charges a fee, but I am charged in USD, there's no fee. But if I'm sitting in the US and pay for a hotel room in England that is charged in pounds, there will be an fx fee.
I have also been charged a foreign transaction fee where the company was [Irish] even though the price was quoted in USD. (I was buying a plane ticket on Aer Lingus.)