The article discusses in-between national identities in the economic context, as they appeared in Slovenia during the Austro-Hungarian period. Although the ideology of economic nationalism, which exclusively protected the interests of one national community over the rest and was symbolized by the motto “each to their own”, dominated at that time, some entrepreneurs tried to maintain an intermediate, i.e. non- or supranational identity for various reasons. Certain entrepreneurs and entrepreneurial families were quite successful in maintaining an in-between identity in the long term, if they were moderate in their political views and offered quality service to their customers. Others pushed any national declaration into the background, either due to disinterest or to making possible more business opportunities. There were also examples of families in which members cultivated conflicting national identities.