The UltraSTEELTM process, developed by Hadley Industries Plc (Hadleys), is a novel surface dimpling process used on steel strip prior to cold roll forming. This dimpling process increases the strength of the final rolled products and enhances other product properties such as fire test performance and screw retention. Reported in this paper are the results of finite element analysis conducted to simulate the application of the spatially distributed dimple pattern to the metal sheet prior to the cold roll forming process. The model contains a representation of the two rotating rolls that plastically deform, imparting the spatially distributed dimple pattern on the sheet as it moves between them. The simulation results are compared with industrially processed UltraSTEELTM steel sheet. Consideration is given to the plastic region developed in the dimples and the effect of rolling action on the regions. The dimensional change of the metal sheet is also discussed.