Director/PDMR Shareholding

NOTIFICATION OF TRANSACTIONS OF DIRECTORS, PERSONS DISCHARGING MANAGERIALRESPONSIBILITY OR CONNECTED PERSONS This form is intended for use by an issuer to make a RIS notification requiredby 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 Act2006 (I) 3. Name of person discharging managerial responsibilities/director MATTHEW ARMITAGE (DIRECTOR) 4. State whether notification relates to a person connected with a persondischarging managerial responsibilities/director named in 3 and identify theconnected person NOTIFICATION IS IN RESPECT THE PERSON NAMED IN 3ABOVEAND JILL ARMITAGE, APERSON CONNECTED TO THE PERSON NAMED IN 3 ABOVE. 5. Indicate whether the notification is in respect of a holding of the personreferred 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 PERSONSNAMED IN3 AND 4 ABOVE. 6. Description of shares (including class), debentures or derivatives orfinancial instruments relating to shares ORDINARY SHARES OF 10PENCEEACH 7. Name of registered shareholders(s) and, if more than one, the number ofshares held by each of them HSBC GLOBAL CUSTODY NOMINEE (UK) LIMITED 8. State the nature of the transaction ACQUISITION OF SHARES AT MARKET VALUE FROM THE GROUP'S EMPLOYEE NON-US BENEFITTRUST ("THE EBT") PURSUANT TO THE RULES OF THE ST IVES DIRECTORS' AND SENIOREXECUTIVES' DEFERRED BONUS SCHEME ("THE DBS"). 9. Number of shares, debentures or financial instruments relating to sharesacquired 50,782 10. Percentage of issued class acquired (treasury shares of that class shouldnot be taken into account when calculating percentage) 0.04% 11. Number of shares, debentures or financial instruments relating to sharesdisposed N/A 12. Percentage of issued class disposed (treasury shares of that class shouldnot be taken into account when calculating percentage) N/A 13. Price per share or value of transaction 181.125PENCE PER SHARE 14. Date and place of transaction 1NOVEMBER 2013, JERSEY 15. Total holding following notification and total percentage holding followingnotification (any treasury shares should not be taken into account whencalculating percentage) TOTAL NUMBER OF EXPRESSED AS A SHARESHELD PERCENTAGE OF ISSUED FOLLOWING THIS SHARE CAPITAL: NOTIFICATION: JILL ARMITAGE 336,931 0.28% 16. Date issuer informed of transaction 5 NOVEMBER 2012 If a person discharging managerial responsibilities has been granted options bythe 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 tobe fixed at the time of exercise N/A 22. Total number of shares or debentures over which options held followingnotification N/A 23. Any additional information ST IVES PLC'S ISSUED SHARE CAPITAL AS AT 4NOVEMBER 2013IS 121,703,429ORDINARYSHARES OF 10PENCE EACHAND TOTAL VOTING RIGHTS IN THE COMPANY, NET OF 1,724,939SHARES HELD IN TREASURY, IS 119,978,490. THE SHARES HAVE BEEN PURCHASED PURSUANT TO THE DBS AT MARKET VALUE FROM THEGROUP'S NON-US EBT. BENEFICIAL OWNERSHIP OF THE SHARES SHALL,INTER ALIA, VESTIMMEDIATELY BUT THE SHARES SHALL BE HELD IN TRUST DURING A HOLDING PERIOD, FORRELEASE IN NOVEMBER 2015, PROVIDED THAT THE DBS PARTICIPANT REMAINS EMPLOYED BYTHE GROUP AT THAT TIME. DURING THEHOLDING PERIOD, THE BENEFICIAL OWNER WILL BEENTITLED TO VOTE THE SHARES AND RECEIVE DIVIDENDS ON THEM BUT WILL BE UNABLE TOSELL, TRANSFER, ASSIGN OR CHARGE ANY INTEREST IN THE SHARES WITHOUT THE CONSENTOF THE REMUNERATION COMMITTEE OF ST IVES PLC. THE NUMBER OF SHARES HELD BY THE NON-US EBT NOW STANDS AT153,794AND THE NUMBEROF SHARES HELD BY THE US TRUST STANDS AT NIL.THE DIRECTORS OF ST IVES PLC,WHICH INCLUDES THE PERSON NAMED IN 3 ABOVE, AS POTENTIAL BENEFICIARIES UNDERTHE EBTsARE CONSIDERED TO BE INTERESTED IN ALL SHARES HELD BY THE EBTs. 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 makingnotification PHILIP HARRIS, COMPANY SECRETARY, ST IVES PLC Date of notification

6 NOVEMBER 2013