DAGO

What DAGO does

DAGO is a Czech fullservice POP (point-of-purchase) communication agency founded in 1993 and headquartered in Zdice, Czech Republic. The firm designs, produces, distributes, and installs in-store marketing materials for approximately 100 enterprise clients, primarily multinational FMCG, electronics, pharmaceutical, and financial services brands operating in the Czech Republic and Slovakia. Its core product portfolio spans pallet displays, endcap units, floor stands, shelving systems, counter stands, shop-in-shop concepts, and complete branded retail environments. Differentiated offerings include Endcap 3.0, a hybrid cardboard-permanent display system, and the L'Oréal Virtual Mirror, an in-store augmented reality beauty try-on fixture integrating with L'Oréal's Skin Genius AI application. The agency also operates the CIS system, an internal tool for project coordination and on-site installation workflow management.

DAGO generates revenue through project-based B2B contracts with enterprise clients, with each campaign typically covering design, prototyping, production, logistics, and physical installation across retail chains such as Tesco, Albert, and Globus. Pricing is per unit for display hardware and per project for end-to-end campaigns. Notable multinational clients include Coca-Cola HBC, Kofola, Pilsner Urquell, Heineken, Brown-Forman, Monster, L'Oréal, GSK, Nestlé/PURINA, LEGO, and Milka (Mondelez). Go-to-market is sales-led with direct enterprise relationships and channel presence through industry events such as GlobalShop, EuroShop, and the POPAI and Shop! Global awards circuits.

The company operates as part of the ANACOT GROUP conglomerate, alongside sister entities including LAUGO Arms USA, providing cross-border production options for multinational accounts. Awards recognition has been substantial, with 11 POPAI awards in 2025 and a gold at Shop! Global Awards, building on a recognition track record that dates to 2004. DAGO's commercial focus remains the Central European FMCG and retail communications market, with active expansion signals into Slovakia (dago.sk) and digital-augmented retail fixtures.

Name

DAGO

Legal name

Dago s.r.o.

Website

https://dago.cz

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

DAGO is a Czech fullservice POP communication agency that designs, produces, and installs point-of-purchase displays and in-store retail environments for approximately 100 multinational enterprise clients across FMCG, electronics, pharmaceutical, and financial services primarily in the Czech Republic and Slovakia.

Ownership category

akta.pro rank

Product category

Point of Purchase (POP) Advertising Services

NAICS

Advertising Agencies (541810)

akta.pro primary industry

Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)

Keywords

• Point of purchase advertising
• In-store display design
• Retail POP production
• Shop-in-shop installations
• Consumer goods merchandising

Headquarters

HQ city

Zdice

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. POP/POS Design and Production Services: DAGO provides fullservice in-store POP communication including design, structural construction, production, logistics, and installation of POS/POP displays, shelf ends, floor stands, shop-in-shops, and full store designs for consumer goods brands. Revenue is generated through project-based engagements with B2B clients in Czech Republic and Slovakia.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

DAGO is a full-service POP (Point of Purchase) communication agency with in-house manufacturing, providing design, structural construction, production, logistics, and installation of in-store POS/POP displays, endcaps, floor stands, shelves, counter stands, shop-in-shop environments, and complete retail stores. The company serves approximately 100 enterprise clients across FMCG, electronics, pharmaceuticals, financial services, and retail chains in Czech Republic and Slovakia, applying shopper-centric methodologies to maximize point-of-sale communication effectiveness.

Product overview

DAGO is a fullservice POP (Point of Purchase) communication agency with in-house manufacturing capabilities, established in 1993. The company operates as a single unified offering combining physical POS/POP display production with comprehensive services. Its core products include Palety a čela (pallet displays and endcaps), Podlahové stojany (floor stands), Regály (shelves), Pultové stojánky (counter stands), Shop-in-Shop installations, and complete retail store environments. These are supported by integrated services including Design, Konstrukce (construction), Logistika (logistics), and Instalace (installation), as well as specialized offerings like the CIS project management system, Školení (training), and Retail Safari research services. Notable product innovations include Endcap 3.0 (a durable cardboard permanent display) and the award-winning L'Oréal Virtual Mirror (a digital skin analysis tool). The company serves approximately 100 clients primarily in FMCG, electronics, pharmaceuticals, and financial services sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Palety a čela (Pallets and Endcaps) Pallet displays and shelf endcaps for point-of-sale placement, featuring brands like Orbit, Mars, Big Shock, Captain Morgan, Jägermeister, Coca-Cola, Jack Daniel's, and others. Designed for maximum impact at the shelf edge and pallet level in retail environments.
• Podlahové stojany (Floor Stands) Freestanding floor displays positioned throughout retail spaces for brand visibility and product promotion. Used by brands including Beyond, Carnilove, Desperados, Kingswood, M&M's, O2, and Rajec.
• Regály (Shelves) Custom shelving systems and shelf displays designed for category management and brand presentation in retail environments.
• Pultové stojánky (Counter Stands) Compact counter displays for checkout areas and point-of-sale impulse placement at retail.
• Shop-in-Shop Complete branded retail spaces installed within larger retail environments, featuring immersive brand experiences for brands including Coca-Cola, Monster, Fernet Stock, and Rajec.
• Celé prodejny (Whole Retail Stores) Full retail store design and build services including complete interior concepts and brand environments for retail clients.
• Horeca Point-of-sale solutions for hospitality and food service establishments including hotels, restaurants, and catering venues.
• CIS systém (CIS System) Comprehensive information system for managing POS project implementations and deployments across retail locations. DAGO's proprietary system for coordinating installations at customer locations.
• Retail Safari Retail observation and research tours providing insights into best practices and trends in point-of-sale communication across international retail markets.
• Design Creative design services for POP materials, including visual concepts, branding, and merchandising design for consumer goods brands and retailers.
• Konstrukce (Construction) Structural engineering and construction of POS displays and retail installations, performed in-house.
• Logistika (Logistics) Distribution and logistics services for delivering and managing POP materials nationwide across Czech Republic and Slovakia.
• Instalace (Installations) Professional installation services for POP displays and retail fixtures at retail locations, managed through the proprietary CIS system.
• Endcap 3.0 Third-generation hybrid cardboard-permanent display combining premium appearance with high durability (1-2 years lifespan in demanding retail conditions). Features FSC-certified materials, HP water-based printing, modular and flexible design (adjustable height, width, depth with optional lighting and 3D elements). Price range 10,000-25,000 CZK per unit. Created for Jack Daniel's and Diplomático brands under Brown-Forman Czechia.
• L'Oréal Virtual Mirror Interactive digital mirror solution using smartphone integration and adjustable lighting to analyze skin and recommend L'Oréal skincare products, combining digital technology with POP media for personalized cosmetic retail experience. Won gold at Shop! Global Awards 2025 in Beauty & Cosmetics – Permanent category.

Quantifiable outcome

• 11 awards at POPAI Awards 2025 across multiple categories including 1st place in Non-Alcoholic Beverages, Health Care, and Ecological Concepts
• +4 more outcomes

Named customers26 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

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

• ANACOT GROUPcoreOthersDAGO, s.r.o. (IČO: 28977441) is a member of the ANACOT concern/conglomerate. Other members include ANACOT CAPITAL a.s., ANACOT Services s.r.o., ELFE, s.r.o., FEROPLAST spol. s r.o., TRESTLES Shop, s.r.o., V-NASS, a.s., TRIANGOLO spol. s r.o., LISA TECH a.s., Laugo Arms, s.r.o., LAUGO Arms USA, LLC, PBI future s.r.o., ACAV 25 s.r.o., ROTIS SKUPINA Czech s.r.o., ROTIS SKUPINA d.o.o., ROTIS, d.o.o., ACAV 26-A s.r.o., and ACAV 26-B s.r.o.
• POPAI (Point of Purchase Advertising International)coreGTM or Marketing PartnerDAGO is an active member and regular participant in POPAI competitions including POPAI Awards CE, POPAI Awards Paris (Euro), and POPAI Awards Global. The company has won multiple awards across these competitions since 2004.
• Shop! AssociationcoreGTM or Marketing PartnerDAGO participates in Shop! Awards competitions including Shop! Paris Awards and Shop! Global Awards. The company won gold at Shop! Global Awards 2025 in the Beauty & Cosmetics – Permanent category.
• Coca-Cola HBCStrategic or Co-development PartnerMajor client partner for multiple Coca-Cola brand activations including shop-in-shops, Marvel superhero campaigns, F1/hockey themed displays, Kinley Mixability, and Coca-Cola Zero Zero launches. Multiple ongoing projects across Czech and Slovak Tesco and other retail chains.
• KofolacoreStrategic or Co-development PartnerLong-term partner for POS media across Kofola brands including Rajec spring waters, Royal Crown Cola, Jägermeister, and various non-alcoholic beverage campaigns. Multiple award-winning and editorial-recognized projects.
• STOCK Plzeň-BožkovcoreStrategic or Co-development PartnerPartner for Fernet Stock and Božkov Republica brands with hockey-themed shop-in-shop and pallet island tied to Ice Hockey World Championship campaign 'What team are you drinking for?'
• Plzeňský Prazdroj (Pilsner Urquell)coreStrategic or Co-development PartnerPartner for premium beer presentations including Bohém pallet display (award-winning ecological concept), Christmas shop-in-shop, and ongoing category support across Czech retail.
• Brown-Forman CzechiacoreStrategic or Co-development PartnerPartner for Jack Daniel's and Diplomático brands. DAGO developed the Endcap 3.0 hybrid cardboard-permanent display solution, a third-generation display combining premium appearance with high durability at 10,000–25,000 CZK per unit.
• Monster Energy / McLaren F1coreStrategic or Co-development PartnerDeveloped shop-in-shop featuring McLaren Formula 1 car for Monster Energy, winning 1st place in Non-Alcoholic Beverages at POPAI Awards 2025. Partnership connects Monster's motorsport lifestyle branding with retail activation.
• Heineken Česká republikamajorStrategic or Co-development PartnerPartner for Krušovice Bohém premium lager launch and Zlatý Bažant redesign campaigns in Czech Republic and Slovakia.
• L'OréalcoreStrategic or Co-development PartnerDeveloped the award-winning L'Oréal Virtual Mirror solution integrating the Skin Genius app with retail floor POP media. Won gold at Shop! Global Awards 2025 in Beauty & Cosmetics – Permanent category.
• GSK (GlaxoSmithKline)majorStrategic or Co-development PartnerPartner for Sensodyne brand with award-winning half-pallet display (1st place Health Care + Creativity Award at POPAI Awards 2025) and Philips Sonicare counter display (2nd place Light Communication).
• PURINA / NestlémajorStrategic or Co-development PartnerPartner for PURINA GOURMET Shop-in-shop, 2nd place in Ecological Concepts at POPAI Awards 2025.
• I.D.C. Praha (Mila)majorStrategic or Co-development PartnerClient for Mila wafer shop-in-shop in Tesco stores, winner of POP STAR 05/2025 competition. DAGO created romantic in-store experience for the brand.
• Orkla Foods Česko a SlovenskominorStrategic or Co-development PartnerPartner for Májka traditional pâté shop-in-shops tied to biathlon sponsorship.
• SC Johnson (Glade)minorStrategic or Co-development PartnerPartner for Glade Mini Shop-in-Shop – Refreshing Air, 2nd place in Household Care at POPAI Awards 2025.
• Mast-Jägermeister CZminorStrategic or Co-development PartnerPartner for hockey-themed hotpoint installations in Albert hypermarkets tied to Ice Hockey World Championship.
• LEGOminorStrategic or Co-development PartnerPartner for Creative LEGO Palette – Botanicals display, 2nd place in Toys at POPAI Awards 2025.
• TescocoreChannel Partner/ Reseller/ DistributorPrimary retail chain partner hosting multiple DAGO-designed POP installations across Czech and Slovak hypermarkets including Coca-Cola, Mila, and various seasonal activations.
• Albert (Ahold)coreChannel Partner/ Reseller/ DistributorMajor retail partner hosting Monster, Fernet Stock, and various other DAGO POP installations across Albert hypermarkets.
• GlobusmajorChannel Partner/ Reseller/ DistributorRetail partner for Kofola, Royal Crown Cola, and various non-alcoholic beverage activations in Czech hypermarkets.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Invento Retail: Slovak/Czech POP/POS display producer and shop-in-shop builder serving FMCG brands in Central Europe. Comparable as a regional full-service POP competitor operating in overlapping territories.
• Stainer Group: Austrian POP/POS display manufacturer with in-house production and long-standing FMCG client relationships across DACH and CEE. Comparable as a Central European regional POP specialist with full-service capabilities.
• Kompleting Group: Czech/Central European packaging and POS display producer with in-house production. Comparable as a regional POP manufacturer with similar end-customer focus on FMCG brands.
• Schoenwerk: German POS/POP display and shop-in-shop producer serving international FMCG and retail brands. Comparable as a regional full-service POP agency with similar end-to-end design-build-installation model.

Emerging players

• POS Tuning: German specialist in in-store shelf-management and POS presentation systems with a strong retail focus. Comparable as an adjacent POP-adjacent specialist with overlapping retail-customer base and similar in-store display concept.

Broad incumbents

• Smurfit Westrock: Global packaging giant with a sizable POP display solutions division serving multinational FMCG and retail customers. Comparable as a broader incumbent offering POP at scale alongside packaging, competing for the same multinational RFPs.
• Leo Burnett (Publicis): Global creative advertising network within Publicis with strong shopper marketing and POP creative capabilities for FMCG clients. Comparable as a broader advertising incumbent that designs POP concepts for many of the same brand owners.
• WPP (Shopper Marketing): Global advertising holding company with shopper marketing, retail activation and POP capabilities (via GroupM, Ogilvy, VMLY&R). Comparable as a broader incumbent offering integrated POP/shopper marketing at scale.
• JCDecaux: Global leader in out-of-home and in-store advertising including digital screens in retail environments. Comparable as a broader incumbent in the in-store/out-of-home advertising space competing for retail media budgets.
• DS Smith: International Paper-owned (post-acquisition) global packaging group with a dedicated POP Displays business serving major brand owners. Comparable as a broader incumbent offering POP at scale across multiple geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/dago-s-r-o-
• Pinterestcz.pinterest.com/pin/427912402071554004

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about DAGO