MyHeritage partners with W H Smith to sell DNA kits in UK high streets

23andMe already sells DNA kits in some Superdrug stores in the UK as well as online. Now MyHeritage have announced that they will be selling their kits on your local high street at W H Smith's. The tests will be sold in a bespoke product known as the MyHeritage Family History Discovery Kit, which includes a three-month Complete plan subscription. This provides access to all the family tree features and historical records on MyHeritage.

Here is the press release I received from MyHeritage.

MyHeritage Partners with British Retailer WHSmith to Distribute DNA Kits

Tel Aviv, Israel & London, United Kingdom, September 7, 2018 — MyHeritage, Europe’s leading service for DNA testing and family history, announced today the launch of a retail partnership with WHSmith. This marks the first partnership of its kind for MyHeritage in the UK, and the first time that MyHeritage DNA tests will be available for purchase in retail stores in Europe.

Under the new partnership WHSmith distributes a unique product named MyHeritage Family History Discovery Kit, which bundles MyHeritage’s popular at-home DNA test with 3 months of access to MyHeritage’s suite of premium online genealogy services. This allows consumers to receive detailed ethnicity reports and connect with their relatives around the world through the power of DNA testing, and to utilize MyHeritage’s 9-billion-strong collection of historical records and family tree tools to embark on a journey to uncover their family history. 

The distribution of the kits via local retail stores caters to the surging demand for at-home DNA testing throughout Europe, and in the UK in particular. The affordable price of the MyHeritage Family History Discovery Kit available through WHSmith, £89, makes it an ideal gift for the Christmas season ahead.

The MyHeritage DNA test is notable for its ease of use. It involves a simple 2-minute cheek swab. In addition to the DNA test, the Family History Discovery Kit comes with 3 months of access to MyHeritage’s Complete plan, which includes all family tree features and historical records on MyHeritage, seamlessly integrated with the DNA test results.

“Interest in DNA testing and family history research in the UK market has skyrocketed lately,” said Akiva Glasenberg, MyHeritage’s Business Development Manager. “We have created a unique bundled product to satisfy this need and are pleased to offer it to UK consumers through selected WHSmith High Street stores. Customers can look forward to discovering their ethnic origins and family history and making use of MyHeritage’s vast DNA database and historical record collections to make new connections with their relatives in the UK and overseas.”

The MyHeritage Family History Discovery Kits are on sale in 200 WHSmith High Street stores, as well as online via www.whsmith.co.uk.