Genan Sets Focus On Europe

With the recent divestiture of its recycling plant in Houston, Texas to Liberty Tire Recycling, international environmental company Genan plans to build out its strategy to focus resources on the continued development of the group’s European activities.

The sale to Liberty became effective July 1,2026, only a few weeks after Genan announced they had bought ESTATO Umweltservice, a tire recycling and processing company in Germany.

Together the transactions show the group moving towards a more concentrated European operating model.

“ We have proven that our business model is solid and financially sustainable. Now we need to take Genan to the next level, and we have no doubt that the most attractive opportunities for us lie in Europe, Group CEO of Genan Holdings A/S, Poul Steen Rasmusen said. “

Increasing political and commercial interest in raw materials from recycling, is putting Europe’s tire recycling sector under pressure to create dependable markets for recovered rubber, steel and textile materials.

Processing capacity alone does not guarantee circularity unless those outputs can replace virgin resources at commercial scale,” he said.With the European market  still fragmented, and there is a lot of opportunity, Rasmusen said.

After the divestment, Genan runs six recycling plants in Europe – located in Denmark, Germany and Portugal respectively.

Genan set up business in the USA in 2014 and subsequently positioned itself solidly in the North American market for recycling of end-of-life tires (ELT).  In recent years, the Houston factory developed into a strong and profitable business, according to the management of Genan.

“When we set up business in the USA in 2014, the ambition was to demonstrate that Genan’s technology and business model could also work in the North American market. That we have proven, and we now assess that the new owner is in a better position to take the factory to the next level,”  Poul Steen Rasmussen said.

For the last 11 years, Liberty Tire Recycling has been the main supplier of feedstock for the Houston factory. Genan therefore considers the company well placed to integrate and develop the facility.

© Scrap Tire News, August 2026