Caboodle Bags

Caboodle Bags was established in 1986 by Ruth Kirby-Smith a close family friend of Kritsana and Ashley Chase, who now run the business after Ruth’s retirement in 2016.

Caboodle design, develop and distribute high quality baby changing bags that have a host of unique features to make life easier when packing the whole kit and caboodle for a parent and child.

The range of bags are perfect for tackling the daily routine, day trips or holidays. The Caboodle bag carries the range of parenting essentials with ample room for nappies, wipes, extra clothes and other necessities, as well as a built-in changing pad for those times when facilities are unavailable.

The company aims to provide excellent quality, affordability, and stylish changing bags to all parents and grandparents when out and about with little ones.

The Problem

Caboodle Bags was selling their stock on multiple channels including Amazon, their own e-commerce website, wholesale and at trade shows. As the volume of orders increased it became difficult to manage the design, supply, marketing and fulfilment between the husband and wife team.

The management of multiple sales platforms had become a full-time job in itself and with high growth ambitions, the pair wanted to concentrate on other aspects of the business.

Kritsana said: “We are very passionate about what we do and want to continue to innovate by creating new designs. Customer service is at the heart of our business and it became very difficult to keep track of stock going in and out across multiple channels. This put us in a position where we could very easily oversell due to inaccurate stock control.”

The couple wanted to expand the business whilst keeping the structure of the company simple with limited fixed costs.

The Solution

The search for a better approach started with their need for supply chain, logistics and management software, alongside a powerful content management system (CMS) to give Caboodle Bags ownership of many third party sites to change content, promotions and product attributes across multiple sales channels simultaneously.

Kritsana added: “We wanted to feel valued as a customer, so company culture had a huge impact on our decision. We found Exact Abacus and they ticked all the boxes in comparison to their competitors. They were the only company that could offer us a complete manufacture to market service.

“We felt that we could have complete control with one simple system and with the automation set up, we can really concentrate on developing products and the brand.”

Caboodle Bags have been working with Exact Abacus since July 2017. They currently use the ERP and channel management software, fulfilment and inbound logistics services.

Exact Abacus provides Caboodle Bags with a complete business overview. The end-to-end solution takes care of everything from point of order to arrival of delivery, across many marketplaces, and updates stock levels immediately in real-time to assist sales and inform the forecasting suite.

The Result

As a result, Caboodle Bags have a slick supply chain, excellent back office processes and low distribution costs.

Ashley said: “No other company offers the same services under one roof. Before researching the market I thought we would need at least three or four suppliers and having this one point of contact for everything makes running the business so much easier.

We have been very happy with the professional service and attention to detail. Their sophisticated software integrates our supply chain, stock management and sales channels. We have gained a competitive advantage with their international logistics expertise and scalable fulfilment. We would definitely recommend them to any e-commerce business with growth aspirations.”


Order fulfilment
Pick, pack and dispatch
Stock storage
Specialist product handling
Stock control software
Sales order processing software
Marketplace integration and fulfilment
Supply chain management software

5 sales channels including Amazon, wholesale and trade shows

"We have gained a competitive advantage with their international logistics expertise and scalable fulfilment. We would definitely recommend them to any e-commerce business with growth aspirations.”