International Distributions Services Regulatory News (IDS)

TR-1: NOTIFICATION OF MAJOR INTEREST IN SHARESi

1. Identity of the issuer or the underlying issuer of existing shares to which voting rights are attached: ii

Ideal Shopping Direct plc

2 Reason for the notification (please tick the appropriate box or boxes):

An acquisition or disposal of voting rights

An acquisition or disposal of qualifying financial instruments which may result in the acquisition of shares already issued to which voting rights are attached

An acquisition or disposal of instruments with similar economic effect to qualifying financial instruments

An event changing the breakdown of voting rights 

Other (please specify):

CHANGE TO THE NUMBER OF VOTING RIGHTS IN ISSUE

X

3. Full name of person(s) subject to the notification obligation: iii

Aviva plc & its subsidiaries

4. Full name of shareholder(s)  (if different from 3.):iv

Registered Holder:

BNY Norwich Union Nominees Limited 117,878*

Chase (GA Group) Nominees Limited 763,871*

Chase Nominees Limited  41,287*

CUIM Nominee Limited  8,207*

*denotes direct interest

5. Date of the transaction and date on which the threshold is crossed or reached: v

19 January 2010

6. Date on which issuer notified:

20 January 2010

7. Threshold(s) that is/are crossed or reached: vi, vii

3% to <3% Change at Direct Interest Level

8. Notified details:

A: Voting rights attached to shares viii, ix

Class/type of shares

if possible using the ISIN CODE

Situation previous to the triggering transaction

Resulting situation after the triggering transaction

Number of Shares

Number of Voting Rights

Number of shares

Number of voting rights

% of voting rights x

Direct

Direct xi

Indirect xii

Direct

Indirect

Ordinary Shares GB0001202109

916,813

916,813

931,243

931,243

Not Disclosable

2.77%

Not Disclosable

B: Qualifying Financial Instruments

Resulting situation after the triggering transaction

Type of financial instrument

Expiration date xiii

Exercise/ Conversion Period xiv

Number of voting rights that may be acquired if the instrument is exercised/ converted.

% of voting rights

C: Financial Instruments with similar economic effect to Qualifying Financial Instruments xv, xvi

Resulting situation after the triggering transaction

Type of financial instrument

Exercise price

Expiration date xvii

Exercise/ Conversion period xviii

Number of voting rights instrument refers to

% of voting rights xix, xx

Nominal

Delta

Total (A+B+C)

Number of voting rights

Percentage of voting rights

931,243

2.77%

9. Chain of controlled undertakings through which the voting rights and/or the financial instruments are effectively held, if applicable: xxi

The voting rights are managed and controlled by Aviva Investors Global Services Limited, with the following chain of controlled undertakings:-

Aviva Investors Global Services Limited:

Aviva plc (Parent Company)

Aviva Group Holdings Limited (wholly owned subsidiary of Aviva plc)

Aviva Investors Holdings Limited (wholly owned subsidiary of Aviva Group Holdings Limited)

Aviva Investors Global Services Limited (wholly owned subsidiary of Aviva Investors Holdings Limited)

Proxy Voting:

10. Name of the proxy holder:

See Section 4

11. Number of voting rights proxy holder will cease to hold:

12. Date on which proxy holder will cease to hold voting rights:

13. Additional information:

Figures are based on a revised total number of voting rights of 33,656,467.

14. Contact name:

Neil Whittaker

15. Contact telephone number:

01603 684420