The multi-point forming (MPF) process for three-dimensional curved sheet metal has been developed as an alternative to the conventional die forming process since MPF allows the manufacturing of various shapes using one die set and reduce the cost of production. However, the MPF process cannot provide high quality products yet due to defects occurring in the sheet such as dimples and wrinkles. It can also lead to economic loss because of long tool setup time and additional machining required outside of the sheet formed area. In this study, a new sheet metal forming method, called flexible roll forming (FRF), is proposed to solve the problems of existing processes for three-dimensional curved sheet metal. This progressive process utilizes adjusting rods, as well as upper and lower flexible rollers as forming tools. In contrast with the existing processes, FRF can reduce the additional production costs because of the possible blank size for the part longitudinal direction, which is unrestricted. In this research, methods and procedures of the flexible roll forming technology are described. Numerical forming simulations of representative three-dimensional curved sheet products are also carried out to demonstrate the feasibility of this technology.