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 DTR 3.1.4.

 

(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 DTR 3.1.2R; 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

MATTHEW ARMITAGE             (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 THE PERSON NAMED IN 3 ABOVE AND JILL ARMITAGE, A
PERSON CONNECTED TO 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 A BENEFICIAL INTEREST HELD BY THE PERSONS NAMED IN
3 AND 4 ABOVE.

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

ORDINARY SHARES OF 10 PENCE EACH

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

HSBC GLOBAL CUSTODY NOMINEE (UK) LIMITED A/C 968747

8. State the nature of the transaction

ACQUISITION OF SHARES AT MARKET VALUE FROM THE GROUP'S NON-US EMPLOYEE BENEFIT
TRUST ("THE EBT") PURSUANT TO THE RULES OF THE ST IVES DIRECTORS' AND SENIOR
EXECUTIVES' DEFERRED BONUS SCHEME ("THE DBS").

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

74,752

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

<0.1%

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

N/A

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

80.875PENCE PER SHARE

14. Date and place of transaction

1 NOVEMBER 2010, JERSEY

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            
                           SHARES HELD               PERCENTAGE OF ISSUED      
                           FOLLOWING THIS            SHARE CAPITAL:            
                           NOTIFICATION:                                       
                                                                               
MATTHEW ARMITAGE           74,752                    <0.1%                     

16. Date issuer informed of transaction

3 NOVEMBER 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 4 NOVEMBER 2010IS 103,679,310 ORDINARY
SHARES OF 10 PENCE EACH.

THE SHARES HAVE BEEN PURCHASED PURSUANT TO THE DBS AT MARKET VALUE FROM THE
GROUP'S EBT. BENEFICIAL OWNERSHIP OF THE SHARES SHALL,INTER ALIA, VEST
IMMEDIATELY BUT THE SHARES SHALL BE HELD IN TRUST DURING A HOLDING PERIOD, FOR
RELEASE IN NOVEMBER 2012, PROVIDED THAT THE DBS PARTICIPANT REMAINS EMPLOYED BY
THE GROUP AT THAT TIME. DURING THE HOLDING PERIOD, THE BENEFICIAL OWNER WILL BE
ENTITLED TO VOTE THE SHARES AND RECEIVE DIVIDENDS ON THEM BUT WILL BE UNABLE TO
SELL, TRANSFER, ASSIGN OR CHARGE ANY INTEREST IN THE SHARES WITHOUT THE CONSENT
OF THE REMUNERATION COMMITTEE OF ST IVES PLC.

387,381 SHARES WERE HELD IN THE GROUP'S EBT IMMEDIATELY PRIOR TO THE ACQUISTION
OF SHARES BY DBS PARTICIPANTS. A TOTAL OF 201,163 SHARES WERE ACQUIRED BY THE
DBS PARTICPANTS AND ACCORDINGLY THE NUMBER OF SHARES HELD BY THE EBT NOW STANDS
AT 186,218. THE DIRECTORS OF ST IVES PLC, WHICH INCLUDES THE PERSON NAMED IN 3
ABOVE, AS POTENTIAL BENEFICIARIES UNDER THE EBT ARE CONSIDERED TO BE INTERESTED
IN ALL THE SHARES HELD BY THE EBT.

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

4 NOVEMBER 2010