Director/PDMR Shareholding

NOTIFICATION OF TRANSACTIONS OF DIRECTORS/PERSONS DISCHARGING MANAGERIAL
RESPONSIBILITY AND 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) DR 3.1.4(R)(1)(b) a disclosure made in accordance with section 793 of the
Companies Act 2006; or

(iii) both (i) and (ii)

(III) BOTH (I) AND (II)

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 OF 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 PERSONSNAMED 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 OPTIONS IN ACCORDANCE WITH THE ST IVES PLC 2001 EXECUTIVE SHARE OPTION
SCHEME (THE '2001 SCHEME')

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

3 NOVEMBER 2009

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

3 NOVEMBER 2012 - 2 NOVEMBER 2019, PROVIDED THAT THE PERFORMANCE CRITERIA IS MET
AND OPTIONS VEST ON 3 NOVEMBER 2012

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 OPTIONS UNDER THE 2001 SCHEME OVER A TOTAL OF 1,632,000 ORDINARY SHARES
OF10P EACHAS FOLLOWS:

MATTHEW ARMITAGE           544,000                        
                                                          
PATRICK MARTELL            544,000                        
                                                          
LLOYD WIGGLESWORTH         544,000                        

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

66.17PENCE

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

                        TOTAL NUMBER OF                                        
                        ST IVES PLC ORDINARY                                   
                        SHARES OVER WHICH                                      
                        EXECUTIVE OPTIONS ARE      EXPRESSED AS A              
                        HELD FOLLOWING THIS        PERCENTAGE OF ISSUED        
                        NOTIFICATION:              SHARE CAPITAL:              
                                                                               
MATTHEW ARMITAGE        654,800                    <0.7%                       
                                                                               
PATRICK MARTELL         790,700                    <0.8%                       
                                                                               
LLOYD WIGGLESWORTH      544,000                    <0.6%                       

23. Any additional information

ST IVES PLC'S ISSUED SHARE CAPITAL AS AT 3 NOVEMBER 2009 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

3 NOVEMBER 2009