Director/PDMR Shareholding

NOTIFICATION OF TRANSACTIONS OF DIRECTORS, PERSONS DISCHARGING MANAGERIAL
RESPONSIBILITY OR CONNECTED PERSONS

This form is intended for use by an issuer to make a RIS notification required
by DR 3.1.4R(1).

(1)    An issuer making a notification in respect of a transaction relating to 
       the shares or debentures of the issuer should complete boxes 1 to 16, 23
       and 24.                                                                 
                                                                               
(2)    An issuer making a notification in respect of a derivative relating the 
       shares of the issuer should complete boxes 1 to 4, 6, 8, 13, 14, 16, 23 
       and 24.                                                                 
                                                                               
(3)    An issuer making a notification in respect of options granted to a      
       director/person discharging managerial responsibilities should complete 
       boxes 1 to 3 and 17 to 24.                                              
                                                                               
(4)    An issuer making a notification in respect of a financial instrument    
       relating to the shares of the issuer (other than a debenture) should    
       complete boxes 1 to 4, 6, 8, 9, 11, 13, 14, 16, 23 and 24.              

Please complete all relevant boxes in block capital letters.

1. Name of the issuer

ST IVES PLC

2. State whether the notification relates to:

(i) a transaction notified in accordance with DR 3.1.4R(1)(a); or

(ii) a disclosure made in accordance with LR 9.8.6R(1); or

(iii) a disclosure made in accordance with section 793 of the Companies Act
2006

(I)

3. Name of person discharging managerial responsibilities/director

PATRICK MARTELL              (DIRECTOR)                        

4. State whether notification relates to a person connected with a person
discharging managerial responsibilities/director named in 3 and identify the
connected person

NOTIFICATION IS IN RESPECT OF THE PERSON NAMED IN 3 ABOVE

5. Indicate whether the notification is in respect of a holding of the person
referred to in 3 or 4 above or in respect of a non-beneficial interest

NOTIFICATION IS IN RESPECT OF THE PERSON NAMED IN 3 ABOVE

6. Description of shares (including class), debentures or derivatives or
financial instruments relating to shares

ORDINARY SHARES OF 10P EACH

7. Name of registered shareholders(s) and, if more than one, the number of
shares held by each of them

N/A

8. State the nature of the transaction

LAPSE OF EXECUTIVE SHARE OPTIONS GRANTED ON 30 APRIL 2007 AT AN OPTION PRICE OF
316.75P UNDER THE ST IVES PLC EXECUTIVE SHARE OPTION SCHEME 2001 AS THE
PERFORMANCE CONDITIONS HAVE NOT BEEN MET WITHIN THREE YEARS OF THE DATE OF GRANT

9. Number of shares, debentures or financial instruments relating to shares
acquired

N/A

10. Percentage of issued class acquired (treasury shares of that class should
not be taken into account when calculating percentage)

N/A

11. Number of shares, debentures or financial instruments relating to shares
disposed

                          LAPSE OF EXECUTIVE SHARE OPTIONS
                          @316.75P OVER NUMBER OF SHARES  
                          STATED BELOW:                   
                                                          
PATRICK MARTELL           94,700                          

12. Percentage of issued class disposed (treasury shares of that class should
not be taken into account when calculating percentage)

N/A

13. Price per share or value of transaction

NIL

14. Date and place of transaction

30 APRIL 2010, LONDON

15. Total holding following notification and total percentage holding following
notification (any treasury shares should not be taken into account when
calculating percentage)

                          TOTAL NUMBER OF            EXPRESSED AS A            
                          EXECUTIVE SHARE OPTIONS    PERCENTAGE OF ISSUED      
                          HELD                       SHARE CAPITAL:            
                          FOLLOWING THIS                                       
                          NOTIFICATION:                                        
                                                                               
PATRICK MARTELL           696,000                    <0.68%                    

16. Date issuer informed of transaction

30 APRIL 2010

If a person discharging managerial responsibilities has been granted options by
the issuer complete the following boxes

17. Date of grant

N/A

18. Period during which or date on which it can be exercised

N/A

19. Total amount paid (if any) for grant of the option

N/A

20. Description of shares or debentures involved (class and number)

N/A

21. Exercise price (if fixed at time of grant) or indication that price is to
be fixed at the time of exercise

N/A

22. Total number of shares or debentures over which options held following
notification

N/A

23. Any additional information

ST IVES PLC'S ISSUED SHARE CAPITAL AS AT 10 MAY 2010 IS 103,551,005 ORDINARY
SHARES OF 10P.

24. Name of contact and telephone number for queries

PHILIP HARRIS 020 7928 8844

Name and signature of duly authorised officer of issuer responsible for making
notification

PHILIP HARRIS, COMPANY SECRETARY, ST IVES PLC

Date of notification

10 MAY 2010