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Genes at the Mall Near You?

Consumer genetic testing firm 23andMe has opened a holiday popup shop and might open additional stores, Bloomberg reports.

It notes that the firm has set up a popup store at the Westfield Valley Fair Mall in Santa Clara, California, near the Apple Store, that will be open through January. That spot, Bloomberg says is coveted to attract shoppers already interested in tech who might also be interested in genomics.

This popup, it notes, is for the holiday season. 23andMe's gene testing kit has, in years past, been a popular gift. Wired reported in 2017 that the company's health test was one of the top five Black Friday bestsellers at Amazon.

According to Bloomberg, if the popup is successful, other stores could be in the making. "In the future, I think that there's all kinds of in-person experiences that would be valuable to customers," CEO Anne Wojcicki tells Bloomberg. "We'll see what the experience is like."