Introducing FORGE: The new name for Fleetwood Urban

Our story is built on outdoor environments that FORGE deeper connections. We’ve reflected on our first 50 years and as we continue to shape and navigate our second half-century as an independent Australian business, we’re excited to announce a powerful new era for our brand.

Fleetwood Urban is now FORGE

FORGE better reflects who we are and our commitment to unlocking the power of the outdoors, forging connections between people, place and nature.

The same expert team, same dedication to craftsmanship and same commitment to delivering on our client’s vision and specification – delivering the most sought-after outdoor structures in Australia.

Why change our name?

We have gone through a period of rapid growth. Our project portfolio and service offering have continued to evolve - delivering larger and more diverse projects than ever before, supported by market leading processes and our brilliant team of people. After 50 amazing years, we felt now is the opportunity to signal this evolution through a new brand identity.

Why 'FORGE'?

FORGE is more than a name, it’s a reflection of who we are and how we achieve. Short, memorable and distinctive, the name FORGE articulates the process of “creating something strong, successful and enduring”. 

FORGING new ways to interact with the natural environment

FORGING iconic outcomes, through creative collaborative partnership

FORGING meaningful careers that enrich lives and communities.

What will the change mean for projects?

There is no change for our projects – simply a new logo on our uniforms, vehicles, site signage and documentation. Our processes, people, services, and locations all remain unchanged - from the start of your project to completion.

We have worked tirelessly over many decades to develop proprietary solutions and systems our clients highly value, and these will remain unchanged. The things you love about Fleetwood Urban will continue to be the same things you love about FORGE.

Has the legal structure changed and will contracts need novation?
No. Whilst we will have a new name, our structure and entity remain the same. All contracts remain current, and no agreements will need to be novated.

Is there new management?

No. There has been no ownership change. The founders, the Joyce family, continue to be the sole Directors, with Phil, Ian and Roger controlling the company.

What happens now?

Today marks the official launch of our new trading name, including the new FORGE website. There will be a period of transition as we move to ensure the legacy built in the Fleetwood Urban name is retained. We imagine by the end of 2025, the transition will be complete.

Join us as we FORGE ahead to our next 50 years – unlocking the outdoors, transforming spaces, and shaping experiences for people to connect.

Questions? Please get in touch.

Should you have any questions about FORGE and what the change might mean for the future, please reach out.

We’d love to hear from you over email, phone or face-to-face.

Warm regards,

Roger & Ian Joyce

Directors, FORGE