Of all the places in Reading to go for a store it chose Junction 12, just after Junction 11 was extensively rebuilt and just when two excellent sites were available close by it.
Sainsbury’s has a notoriously cramped car park which seems to be packed most of the time and the road in is not much better with a confusing road layout off of a tiny roundabout. Its objection, unsurprisingly, is about traffic.
Meanwhile at Junction 11, Tesco are well on with their distribution centre on the old Courage brewery site while the former HP site remains vacant.
If Ikea moved a few miles east where the supporting roads are bigger, where they would be a long goal kick from the prestige of the Madejski Stadium, and, where thousands pass every day, they might just find themselves more welcome.