Draugiem Group

What Draugiem Group does

Draugiem Group is a privately held Latvian technology company founded in 2004 in Riga that operates as a multi-brand venture factory, incubating and scaling independent operating companies across disparate industries. Group-level scale is approximately 330 employees across 12 global locations and over $300 million in combined annual revenue across roughly ten active brands.

The portfolio is unified by a technology-first operating model rather than a single product line. Core operating subsidiaries include Mapon, a fleet management and GPS/telematics SaaS serving 35,000+ customers and 400,000+ assets (€24.2M revenue in 2025); DeskTime, a per-seat productivity and time-tracking SaaS with a West Delhi subsidiary and 13 India distributors; Printful and Printify, which merged in late 2024 to form FYUL, providing print-on-demand and fulfillment through eight global facilities and 60M+ cumulative items shipped; Prime Prometics, a pro-aging cosmetics D2C brand ($24M revenue in 2023, 90%+ customers in US/Canada/UK); IGLU/Pepi Rer, a Latvian polyethylene-foam manufacturer of soft-play toys and construction materials exporting to 40+ countries; and Idea Lights, a smart LED street-lighting system deployed in Latvian municipalities.

Revenue mechanics are deliberately heterogeneous: Mapon operates usage-based SaaS tied to tracked assets, DeskTime runs per-seat subscriptions, Printful/FYUL collects per-item fulfillment fees, Prime Prometics and IGLU sell direct-to-consumer via owned e-commerce storefronts and Amazon, and Draugiem Capital (formed 2022) deploys €100K–€3M equity tickets into post-revenue tech and e-commerce companies. The group relies on a hybrid go-to-market combining enterprise field sales (Mapon), product-led self-serve (Printful, DeskTime, Tachogram), and a six-continent channel partner network. Capital structure is private (legal entity AS Idea Bits Latvia), with Mapon's €3M bond being the first public-market access point via Nasdaq First North in 2025.

Name

Draugiem Group

Legal name

AS Idea Bits Latvia

Website

https://draugiemgroup.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Draugiem Group is a Latvian private technology company founded in 2004 that operates as a multi-brand venture factory, scaling independent subsidiaries across fleet management (Mapon), productivity SaaS (DeskTime), print-on-demand fulfillment (FYUL/Printful/Printify), D2C cosmetics (Prime Prometics), foam manufacturing (IGLU/Pepi Rer), and smart lighting (Idea Lights) across 12 locations.

Ownership category

akta.pro rank

Headquarters

HQ city

Marupe

HQ country

Latvia

HQ region

Europe

Offices17 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Fleet Management SaaS & Hardware: Mapon generates recurring subscription and usage-based revenue from GPS tracking, fleet management, and telematics software, plus related hardware devices. Revenue grew 22.8% YoY reaching EUR 24.2M in 2025.
2. Print-on-Demand Fulfillment: Printful/Printify charge per-item fulfillment fees for custom print products. Revenue model is per-transaction with no inventory risk for customers. Companies merged in 2024 to form FYUL.
3. Productivity SaaS (DeskTime): DeskTime operates on a per-seat subscription model. Rapid international growth with 40% India client base expansion. Latvian market is only 4% of total turnover.
4. D2C E-commerce (Prime Prometics): Direct-to-consumer sales of pro-age cosmetics via own website, Amazon, and Walmart.com. Revenue reached $24M in 2023, up 227% from $7.3M in 2022. Over 90% of customers in US, Canada, and UK.
5. Manufacturing & E-commerce (Pepi Rer/IGLU): Pepi Rer generates revenue from polyethylene foam manufacturing (ProVent floor insulation, packaging) and IGLU soft play toys sold via e-commerce globally. Exports 90% of sales to 40+ countries.
6. Draugiem Capital Investment Returns: Draugiem Capital invests own capital (€100K–€3M per deal) in post-revenue tech/e-commerce companies, taking equity stakes. Invested in Prime Prometics (€1.14M) and IGLU/Pepi Rer via joint investment with BaltCap.
7. Vendon IoT Telemetry: Vendon (acquired by Azkoyen Group in 2022) provided IoT telemetry solutions for vending and coffee machines. Revenue stream ended upon acquisition by Azkoyen Group.
8. Smart Street Lighting: Idea Lights generates revenue from smart street lighting hardware and installation, designed and manufactured in Latvia.
9. Social Networking (draugiem.lv): Draugiem.lv, Latvia's first and most popular social networking site with over 1M users, supports the ecosystem and was the origin of the entire Draugiem Group in 2004.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels12 records

Core offering

Draugiem Group is a Latvian technology company factory that builds, launches, and scales multiple digital brands across diverse verticals. The group operates a portfolio of SaaS products (Mapon for fleet management, DeskTime for time tracking, Tachogram for tachograph compliance), a print-on-demand fulfillment platform (Printful/Printify combined as FYUL), D2C brands (Prime Prometics cosmetics, IGLU soft play toys), smart infrastructure (Idea Lights), a social network (draugiem.lv), real estate development, and a venture investment arm (Draugiem Capital).

Product overview

Draugiem Group is a technology company factory operating multiple brands across diverse industries, unified by technology as a key differentiator. The portfolio spans fleet management and tracking (Mapon), productivity and time-tracking software (DeskTime), eCommerce and print-on-demand (Printful/Printify merged into FYUL), pro-aging cosmetics (Prime Prometics), developmental toys (IGLU), smart city infrastructure (Idea Lights), real estate development (Mājas Cēsīs), social networking (Draugiem.lv), manufacturing (Pepi Rer), and telemetry solutions (Vendon). The group also operates Draugiem Capital for investments. Most brands operate independently while sharing technology expertise and operational resources.

Differentiator

Problem solved

Functional benefit

Brands

• Mapon: Complete fleet management solution offering GPS tracking and fleet management for businesses and private use
• DeskTime
• Mājas Cēsīs
• Roadgames
• Prime Prometics
• IGLU
• Idea Lights
• Tachogram
• Draugiem.lv
• Pepi Rer
• Printful
• Vendon
• Draugiem Capital
• Istabai

Products and services

• Mapon Mapon is a fleet management and asset tracking SaaS platform for businesses operating vehicle fleets, providing GPS tracking, fuel consumption monitoring, driver behavior analytics, maintenance scheduling, and compliance reporting. It serves logistics, transportation, construction, and service-based companies across Europe.
• DeskTime DeskTime is an employee time-tracking and productivity analytics SaaS application that monitors work hours, application usage, and attendance for organizations and remote teams. It offers automated tracking, project and task breakdowns, productivity scoring, and absence/leave management.
• Tachogram Tachogram is a digital tachograph analysis and compliance SaaS solution for fleets and drivers subject to EU driver hours regulations, providing automated download, storage, and analysis of tachograph data with violation alerts and reporting.
• Printful (now part of FYUL) Printful is a print-on-demand drop-shipping and fulfillment service that produces custom-printed apparel, accessories, and home goods for e-commerce sellers and creators, integrating directly with platforms like Shopify, Etsy, and WooCommerce.
• Printify (now part of FYUL) Printify is a print-on-demand aggregator and marketplace that connects e-commerce merchants with a network of print providers to produce and ship custom products without inventory.
• Prime Prometics Prime Prometics is a direct-to-consumer cosmetics and skincare brand targeting women over 40, selling pro-age beauty products online with its own formulation and branding.
• IGLU IGLU is a brand of soft play toys, developmental foam equipment, and sensory products for children used in play centers, kindergartens, and family homes.
• Idea Lights Idea Lights provides smart LED street lighting and IoT-based municipal infrastructure solutions, combining energy-efficient luminaires with remote management and sensor connectivity for cities and municipalities.
• Pepi Rer Pepi Rer is a polyethylene foam manufacturing and product business that supplies closed-cell foam components used in packaging, sports flooring, and protective equipment.
• Draugiem.lv Draugiem.lv is a Latvia-focused social networking platform offering profiles, friend connections, groups, and messaging, primarily used by Latvian-speaking individual consumers.
• Mājas Cēsis Mājas Cēsis is a real estate development initiative focused on building residential and mixed-use properties in Cēsis, Latvia.
• Draugiem Capital Draugiem Capital is the venture and growth investment arm of Draugiem Group, deploying the group's own capital into selected startups and later-stage companies.
• Roadgames Roadgames is a scavenger hunt and team-based outdoor gaming experience service offered to corporate clients and groups as a recreational activity.
• Istabai Istabai is a smart home solutions offering providing connected home devices and automation services for residential customers.

Quantifiable outcome

• Mapon revenue grew 22.8% YoY to EUR 24.2M in 2025, with EUR 1.53M profit
• +6 more outcomes

Named customers15 records

Segments8 records

Ideal customer profiles8 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

20 partnerships are on record, tiered core, minor and major.

• Volkswagen Group Info Services AGcoreTechnology or Integration · 1 June 2026Mapon partnership to integrate vehicle data of six VW Group brands (Volkswagen, Škoda, SEAT, CUPRA, Audi) directly into the Mapon platform. Enables Mapon clients to access vehicle data without additional tracking devices, simplifying fleet digitalisation. Data includes real-time location, mileage, fuel levels, service alerts.
• Otaņķu DzirnavnieksminorStrategic or Co-development Partner · 1 May 2026Scandipay (founded by Lauris Liberts) signed partnership with Otaņķu Dzirnavnieks, one of the largest agricultural service providers in the Baltics, for invoice factoring services.
• Fleet DATA (Envirokind Limited)coreOthers · 1 November 2025Mapon acquired 100% of Fleet DATA (Envirokind Limited), an Irish fleet management company founded in Galway in 2012. Fleet DATA founder Stephen Connell now leads Mapon's Irish branch. 13 years of industry experience integrated into Mapon.
• Volvo TruckscoreTechnology or Integration · 1 April 2025Mapon partnered with Volvo to develop integration for automatic tachograph data downloads. Volvo's built-in telematics enables tachograph file downloads, which Tachogram analyzes for EU compliance.
• ScaniacoreTechnology or Integration · 1 April 2025Mapon partnered with Scania to develop integration for automatic tachograph data downloads and analysis via Tachogram product. Scania's built-in telematics enables compliant data retrieval.
• Interkom ABcoreOthers · 1 February 2025Mapon acquired 100% of Interkom AB, a fleet management provider based in Lund, Sweden. Founded by Jamal Bajwa, the company has 5 years of industry experience. Strengthens Mapon's customer base and team in Sweden.
• KRONEcoreTechnology or Integration · 1 January 2025Mapon partnered with German commercial vehicle manufacturer KRONE to develop integration for efficient data processing. Access to KRONE trailers and chassis data (location, cold storage temperatures, door security, tire pressure) on Mapon dashboard. KRONE employs ~6,000 people with ~€3B annual turnover.
• BM CertificationminorOthers · 1 January 2025BM Certification, an international auditing and certification body, conducted Mapon's ISO 9001, ISO 14001, and ISO 27001 certification audits.
• TestDevLabminorImplementation/ SI/ Consulting Partner · 1 January 2025TestDevLab, a Latvian software testing company with 10+ years of experience, provided support during Mapon's ISO certification preparation, helping ensure compliance with ISO standards.
• Latvian Ministry of EconomicsmajorStrategic or Co-development Partner · 1 January 2025DeskTime pilot project with Latvian Ministry of Economics. Year-long implementation showed 92% productivity score for ministry employees, higher than 88% European private-sector benchmark. DeskTime data integrated with document management system.
• Schmitz CargobullcoreTechnology or Integration · 1 November 2024Mapon integration with Schmitz Cargobull, Europe's leading semi-trailer manufacturer for temperature-controlled freight. TrailerConnect data (temperature, humidity, location, security) accessible on Mapon platform. Schmitz Cargobull has ~€2.4B turnover and 10 production plants globally.
• PrintifycoreStrategic or Co-development Partner · 1 November 2024Printful and Printify announced merger in 2024 to form FYUL. Equal partner merger combining Printful's in-house production with Printify's network of 85+ third-party print providers. Hundreds of thousands of clients served. Merger approved by regulators.
• Trackon Fleet Management UABcoreOthers · 1 June 2024Mapon acquired 100% of Trackon Lithuania, the company's first export partner since 2011. Combined Lithuanian market turnover near €1M with 40,000+ vehicles. Founder Virmantas Uzpalis transition completed.
• COBALTminorImplementation/ SI/ Consulting Partner · 1 January 2024COBALT served as legal advisor for Mapon's €3M bond issuance and Nasdaq First North listing.
• Eversheds Sutherland BitansminorImplementation/ SI/ Consulting Partner · 1 January 2024Eversheds Sutherland Bitans served as collateral agent for Mapon's €3M bond issuance.
• Snow CommercemajorOthers · 1 June 2023Printful acquired Snow Commerce, managed service provider for e-commerce solutions serving Paramount, Warner Bros. Discovery, NBCUniversal. CEO Rick Simpson leads enterprise segment under Snow Commerce brand.
• CarCopscoreOthers · 1 May 2023Mapon acquired 100% of CarCops (Estonian telematics company). Merger made Mapon TOP3 fleet management company in Estonia, serving 8,000+ vehicles. CarCops Director Riho Pihlakas praised technical and support team synergy.
• DanfleetcoreOthers · 1 September 2022Mapon acquired 100% of Danish telematics company Danfleet for €500,000, expanding operations in Scandinavia. Danfleet had previously represented the Mapon brand in Denmark.
• Azkoyen GroupcoreOthers · 1 January 2022Azkoyen Group (leading Spanish technology multinational) acquired 100% of Vendon in 2022. Vendon deal reached €9.3M (excluding up to €4M earnout). Confirmed Vendon as strong player in global telemetry market.
• AT&TmajorStrategic or Co-development Partner · 1 January 2019Vendon signed cooperation agreement with telecommunications giant AT&T in 2019. Vendon was later acquired by Azkoyen Group in 2022.

Scale indicators25 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• CustomCat: Print-on-demand fulfillment service for apparel and accessories. Direct competitor to Printful with similar merchant integration model for e-commerce sellers across Shopify, Etsy, and other platforms.
• Clockify: Free time tracking and timesheet software with paid team plans. Comparable to DeskTime in functionality and target market, with strong free tier adoption and similar per-seat subscription upgrade model.
• Gooten: Print-on-demand fulfillment platform partnering with global manufacturing network. Directly comparable to Printful's merchant offering with similar e-commerce platform integrations and similar merchant onboarding model.
• Redbubble: Global print-on-demand marketplace connecting independent artists with consumers. Offers comparable print-on-demand fulfillment services that Printful provides, with similar artist and seller marketplace model focused on e-commerce.
• Geotab: Leading fleet management and telematics platform serving enterprise customers globally. Directly competes with Mapon in fleet GPS tracking, telematics, and OEM data integration across commercial vehicle fleets.
• Hubstaff: Time tracking, productivity monitoring, and workforce management software. Direct competitor to DeskTime with similar per-seat subscription model and remote worker focus, with overlapping SMB customer base.
• Fleetio: Fleet management software platform with maintenance tracking, fuel management, and telematics integrations. Directly comparable to Mapon in fleet operations focus and SMB/mid-market fleet operator customer base.
• Toggl Track: Time tracking and productivity software for individuals and teams. Direct competitor to DeskTime with similar per-seat subscription model and freelancer/SMB focus, with strong free tier adoption.

Broad incumbents

• Verizon Connect: Enterprise fleet management and telematics offering from Verizon. Larger incumbent in the fleet management space with similar GPS tracking and OEM data capabilities to Mapon, but broader portfolio.
• Samsara: Publicly-traded connected operations platform with strong fleet management offering. Larger and broader than Mapon, with overlapping telematics, OEM integration, and broader industrial IoT capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@draugiemgroup
• Facebookfacebook.com/draugiemgroup
• LinkedInlinkedin.com/company/draugiem.lv
• Instagraminstagram.com/draugiemgroup
• Xx.com/draugiemgroup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries15 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Draugiem Group