FLEETWOOD URBAN REBRANDS AS FORGE

Effective from 4 March 2025, the change comes at a time of significant growth for the family-owned business, which has been delivering award-winning outdoor structures in Australian communities since 1970.

With an expanding project footprint that today spans metro and regional clients throughout VIC, NSW, QLD, ACT, SA and WA, FORGE Managing Director, Roger Joyce, explains the rebrand is a watershed moment for the business.

“We’ve reflected on our first 50 years,” he says, “As we continue to shape and navigate our second half-century as an independent Australian business, it’s the start of a powerful new era.”

“FORGE better reflects who we are in 2025 and our deep commitment to unlocking the power of the outdoors—forging connections between people, place and nature,” Joyce continues. “It’s about forging new ways to interact with the natural environment, forging iconic outcomes through creative collaborative partnership, and forging meaningful careers that enrich lives and communities.”

Whilst things may look different with the new FORGE name, branding and website, Roger Joyce points out the ownership, processes and people are not changing.

“We have worked tirelessly over many decades to develop proprietary solutions and systems our clients value highly—these all remain, as will the Directors and senior team members,” he says. “We’ve also been acutely aware of the need to preserve the precious values that have sat at the heart of our business for more than 50 years.”

“From humble boardwalks and shade shelters to highly complex bridges and custom play structures, clients can expect the same expert team, same dedication to craftsmanship and same commitment to delivering on their vision and specification—delivering the most sought-after outdoor structures in Australia.”

With specialist design, pre-construction, project management, pre-assembly and installation teams, FORGE partners with many of Australia’s leading Landscape Architects, LGAs and Developers.

Visit FORGE to learn more.