Dunelm has appointed David Baker as its new Commercial Director.

David joins the business from International Eyewear, where he held the position of Managing Director. During his successful four-year tenure, David was responsible for all business activity, including Disney and Storm London optical brand launches. He also held the Vice Chairman and Director of FMO main Board position, and previously Group Sales and Marketing Director at Inter City Group, the largest brand and private label watch supplier in the UK.

David’s role as Commercial Director at Dunelm will see him responsible for supporting the on-going development and delivery of the company’s sales and marketing functions, with a nationwide team of sales reps reporting directly to him.

David Baker comments: “Dunelm Optical is a truly best in class business, with an unrivalled reputation. I’ve joined at a time when we’re ideally positioned for further growth, capitalising on the fact we not only provide the latest fashionable frames and products, but can also glaze to prescription from our in-house lens laboratory. That’s unique in the market. I look forward to creating measurable improvements that will build on Dunelm’s already very strong market-leading position.

“Dunelm’s impressive track record spans nearly five decades and I’m keen to build on this further and lead commercial activities to achieve the strategic objectives for the future.”

Peter Beaumont adds: “As we forge ahead with our ambitious growth plans, the role of our new commercial director is of paramount importance. David’s appointment coincides with an exciting, progressive time at Dunelm and his breadth of experience will be a huge asset to the company, strengthening our commercial operations and delivering dynamic and cohesive sales.”

Dunelm remains fully focused on innovation to benefit independent practitioners in 2016. This year will see the addition of two new eyewear brands to its existing portfolio of 13, and the company will showcase all of its new optical and sun collections and services at a number of key UK and European trade shows, including Optrafair, 100% Optical, Opti-Munich, MIDO and Silmo.