Roll forming process is simulated with a commercial FEM code LS-DYNA. The rolls are treated as rigid bodies rotating with a constant angular velocity. The strip and the rolls are modeled with 4-node plate elements. It is assumed that the nodes along the front end of the strip move along paths given by sine functions. It is found that the analysis can be applied to the optimal design of forming rolls. With these analyses, it is expected that forming defects can be avoided and process development efforts can be reduced.