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)       
                                              
PATRICK MARTELL              (DIRECTOR)       
                                              
LLOYD WIGGLESWORTH           (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 PERSONS 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 PERSONS NAMED IN 3 ABOVE.

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

N/A

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

GRANT OF AN AWARD OF NIL-COST OPTIONS OVER ST IVES PLC ORDINARY SHARES OF
10 PENCE EACH UNDER THE RULES OF THE ST IVES LONG TERM INCENTIVE PLAN 2010 (THE
"LTIP 2010")

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

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

N/A

14. Date and place of transaction

N/A

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

N/A

16. Date issuer informed of transaction

N/A

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

17. Date of grant

5 JANUARY 2011

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

FROM 5 JANUARY 2014 TO 4 JANUARY 2021 PROVIDED PERFORMANCE CRITERIA ARE MET AND
OPTIONS VEST ON 5 JANUARY 2014

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

N/A

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

GRANT OF AWARD OF NIL-COST OPTIONS UNDER LTIP 2010 OVER A TOTAL OF 875,700
ORDINARY SHARES OF 10 PENCE EACH TO THE FOLLOWING:

MATTHEW ARMITAGE          232,600     
                                      
PATRICK MARTELL           410,500     
                                      
LLOYD WIGGLESWORTH        232,600     

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

                        TOTAL NUMBER OF                                        
                        ST IVES PLC ORDINARY                                   
                        SHARES OVER WHICH                                      
                        LTIP OPTIONS ARE           EXPRESSED AS A              
                        HELD FOLLOWING THIS        PERCENTAGE OF ISSUED        
                        NOTIFICATION:              SHARE CAPITAL:              
                                                                               
MATTHEW ARMITAGE        232,600                    <0.3%                       
                                                                               
PATRICK MARTELL         410,500                    <0.4%                       
                                                                               
LLOYD WIGGLESWORTH      232,600                    <0.3%                       

23. Any additional information

ST IVES PLC'S ISSUED SHARE CAPITAL AS AT 6 JANUARY 2011 IS 103,679,310 ORDINARY
SHARES OF 10 PENCE EACH.

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

6 JANUARY 2011