Jensen Hughes expands in New Zealand with full Crossfire rebrand
Iain Hoey
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Rebrand signals full integration of fire engineering services
Jensen Hughes has announced that its partner firm Crossfire has officially rebranded to Jensen Hughes in New Zealand.
According to Jensen Hughes, the rebrand finalises its full integration into the country’s fire engineering market.
The firm stated that the change aligns with ongoing local regulatory changes expected to impact industry demand.
Crossfire, founded in Auckland in 2012, became part of Jensen Hughes in 2022.
It has been involved in performance-based fire design and has contributed to regulatory development in New Zealand.
Crossfire origins and development
Crossfire was established in Auckland and has worked across fire safety engineering and performance-based design.
Since joining Jensen Hughes, the firm has expanded its service offerings by leveraging international resources.
Jensen Hughes said that the rebrand allows its local clients continued access to their existing contacts, with the addition of its global network and technical expertise.
The company also noted that the rebrand supports fire protection design and risk management services in New Zealand.
Statements from company leadership
Stuart Boyce, Senior Vice President of Jensen Hughes’s Pacific Region, said: “The rebranding of Crossfire to Jensen Hughes marks a significant step in enhancing fire engineering and fire protection design expertise in New Zealand and the Pacific.”
He added: “This transition strengthens our local capabilities and ensures clients benefit from our extensive global knowledge and innovation.”
Jeff Parkinson, Director at Crossfire, said: “Joining Jensen Hughes – the largest fire engineering firm in the world – has allowed us to enhance our capabilities and deliver greater value to our clients.”
“By aligning under a single brand, we’re reinforcing our commitment to technical excellence, innovation and client service.”
Pacific expansion context
Jensen Hughes stated that the Crossfire rebrand is the final stage of its Pacific integration plan.
The company previously incorporated other regional firms including BCA Logic, Warringtonfire Australia and Morris Goding Access Consulting.
Jensen Hughes is supported by private equity firm Gryphon Investors and operates in more than 100 countries.
Jensen Hughes expands in New Zealand with full Crossfire rebrand: Summary
Jensen Hughes has completed the rebranding of Auckland-based fire engineering firm Crossfire in New Zealand.
Crossfire joined Jensen Hughes in 2022 and has now transitioned fully under the Jensen Hughes brand.
The firm was founded in 2012 and has provided fire safety engineering and performance-based design services.
The rebrand is part of Jensen Hughes’s broader Pacific Region strategy.
The company said the integration supports expanded service offerings including performance-based fire protection design and advanced safety consulting.
Clients will continue to work with the same local team, now operating under the global Jensen Hughes brand.
Jensen Hughes is backed by Gryphon Investors and has previously integrated BCA Logic, Warringtonfire Australia and Morris Goding Access Consulting in the region.
The firm operates across over 100 countries and offers engineering and consulting services in fire protection, security, risk and emergency management.
