The Pebble smartwatch is expanding its retail presence and is now available in Target stores and at Target.com.

Users will be able to buy the original Pebble smartwatch (not to be confused with the more expensive Pebble Steel) in red, black and white.

In fact, the Target partnership marks the first time Pebble has sold the arctic white variant of its smartwatch in retail stores. Pebble says that this is a Target exclusive for a limited time.

Target isn't the first retailer to carry Pebble in stores. Last July, it became available in Best Buy stores. AT&T stores started carrying the Pebble last fall. That retail presence — which also includes GetPebble.com and Amazon — helped Pebble sell 400,000 smartwatches in 2013.

The target partnership helps Pebble position the smartwatch as more of a mainstream gadget and device. As I've remarked before, I see far more fitness trackers around than I do smartwatches. Being available at a store like Target — that caters to the general consumer rather than the early adopter — Pebble is making a play to be a more mainstream accessory.

It's worth noting that the original iPod and the Kindle became mass-market devices after expanding out of electronic chains and into more general retailers such as Target.

On its blog announcing the Target partnership, Pebble also highlighted some more mainstream-friendly apps, including PebbleBucks (a Pebble app that hooks into your Starbucks card so you can easily pay for your latte without digging out your phone), Evernote for Pebble and a Couch to 5K Pebble app.

One note for Pebble owners on iOS. On Monday March 31, Pebble issued a 2.1 update for Pebble on iOS. That update had a major bug that causes the app to crash. Pebble pulled the update from the App Store and has issued and updated version of the app to Apple for expedited review.

If you did download Pebble 2.1 for iOS and are now having issues, Pebble has information on its website about what to do. You can also remove the Pebble app form your phone and re-download it from the App Store (in the Purchased tab) to get the older, non-error filled version.