Slovenia’s GEN-I Group Goes Global with Launch of North American Trading Hub
Slovenia’s GEN-I Group Goes Global with Launch of North American Trading Hub
Slovenian energy leader GEN-I has officially expanded its footprint across the Atlantic, announcing the establishment of its first U.S.-based subsidiary: GEN-I Trading North America LLC.
Headquartered in Houston, Texas—a premier global energy hub—the move marks a transformative milestone for the group, elevating it from a regional European player to a global energy trader. With this expansion, GEN-I now maintains active operations in 27 countries across multiple continents.
Strategic Foundation and Market Entry
The launch follows a rigorous preparation period in 2025, during which the firm finalized its trading, regulatory, and human resources infrastructure. According to Igor Koprivnikar, Member of the Management Board, the Houston office is staffed by a specialized team that blends international trading experience with local market expertise.
GEN-I aims to leverage its proprietary digital solutions and advanced trading models to capture growth in the high-liquidity U.S. market. The company views the American energy landscape as a prime environment for value creation, particularly through its focus on innovation and data-driven trading strategies.
A Vision for “Small Country” Global Leadership
For Maks Helbl, President of the Management Board, the expansion is a validation of the company’s technical maturity. He characterized the move as a strategic effort to prove that firms originating from smaller nations can significantly influence the global energy future.
“The expansion into the USA is a milestone in GEN-I’s evolution into a global energy trader operating across multiple continents. It is a significant recognition of our expertise, reliability, and innovation.” — Maks Helbl
Momentum in Energy Storage
While expanding its geographic reach, GEN-I continues to deepen its technical capabilities in Europe. Over the last quarter, the firm has secured two landmark agreements in Bulgaria and Romania, both focused on the deployment of Battery Energy Storage Systems (BESS). These projects underscore the company’s dual strategy: expanding its trading reach while investing in the physical infrastructure necessary for a flexible, renewable-led grid.



