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

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Sivota (SIV)
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