Strategic design and sourcing

American Lifestyle Design Group was founded in 2009 by Russell Potterfield. The company is a design and sourcing firm that combines American market knowledge with Chinese sourcing and design capabilities. ALDG designs and sources specialty products for several markets in the U.S. and E.U., supplying customers with quality, innovative products and services.

ALDG works primarily in the bags and luggage, sporting goods, gardening products and printed and promotional materials industries. ALDG pursues and develops original designs with and for trusted, long-term partners and customers and believes the entire trade channel – suppliers, design groups, resellers and end consumers – benefit from tight sourcing and genuinely innovative design.

ALDG believes stable relationships benefit customers and vendors. Many of ALDG's customer and vendor relationships span many years, which is unusual and refreshingly unique in today's rapidly changing global business environment. We aggressively pursue and qualify high-quality vendors with well-structured manufacturing processes and reward those vendors with long term contracts and business relationships.


Chief Executive Officer

Russell Potterfield has a extensive background in product and business development that spans nearly two decades. He earned an undergraduate degree in English literature from the University of Michigan-Ann Arbor. He was then awarded an MBA with distinction from Michigan's Ross School of Business in 2003, focusing in corporate strategy, entrepreneurial studies, operations and organizational design. He has over 40 U.S. and foreign patents issued and pending and ALDG is aggressively pursuing similarly broad patent strategies.

Russell Potterfield

Minister of Order and Logic

Alicia Diamond is ALDG’s minister of order and logic. She is responsible for figuring out the who, what, when, where, why, and how of every project we undertake. She loves developing new ideas and approaches, facing new challenges, and sometimes even a little chaos. Alicia interacts with every team within ALDG every day, with the intention of disrupting as many industries as possible.

Russell Potterfield

ALDG Operations Manager

Daniel Chen has a vast knowledge of printing processes and print experience by holding a Bachelor’s degree in Printing and Packaging Engineering and having more than 10 years of experience working in the printing industry. His printing background is critical in providing solutions for customers’ printing products and keeps customers’ printing jobs’ quality exceeds their expectations. Besides PrintNinja China Operations, Daniel is engaging in building new manufacturing capacities to our China workshop and improving project management.

Russell Potterfield

Plant Manager

Lindsy Ding is the Plant Manager of our Scarlet Begonia Industrial Outdoor Product Company manufacturing plant, which is invested by ALDG. She started the factory from scratch and grew the factory to 130 employees in the first half year. Now, she is in charge of the plant operation management and implementing the ISO standards inside the factory with the team in China.

Lindsy Ding


Learn more about the industries we serve

Bags and Luggage

ALDG focuses part of its efforts developing high-quality and high-impact soft goods for customers in the USA. With expertise in industrial design, mechanical design, artwork acquisition and quality control, we create value by supplying innovative products for our customers.


ALDG’s customers in the USA and the EU rely on our design services as part of their garden and house wares supply chain. ALDG’s ability to understand and design to latent customer needs allows us to create value in entirely new market spaces, which allows customers and vendors to experience unprecedented success with the products that we design and source.

Printed and Promotional Materials

Many companies can realize significant cost reductions if printed and promotional materials are purchased from China. ALDG and one of its related companies, PrintNinja, is able to offer lower printing costs for many companies inside the U.S. and E.U.


Get in touch with us

U.S. Office

1603 Orrington Ave. Suite 1500
Evanston, IL 60201 USA
+1 312-477-0511 telephone

China Office

23A, Jiangxi Building, No. 6029
South of Shennan Road, Che Kung Temple, Futian District
Shenzhen City, Guangdong Province, China 518040
+86 755 82771055 - 813 telephone
+86 755 82779861 fax

Columbia, Missouri, Image Courtesy Wikipedia
Shenzhan, China, Image Courtesy Wikipedia