Dunelm Optical has announced the promotion of David Baker from Commercial Director to Managing Director with immediate effect.

Peter Beaumont, previously Managing Director, becomes Chairman & Chief Executive.

Oliver Beaumont, currently Regional Sales Manager for the North, also joins the Board of Directors with special responsibility for Product Management and Development whilst keeping his sales region.

Said Peter Beaumont; “The time is right for some changes in our Senior Management Team. David has been with us for 18 months and we are delighted with the progress the company has made in that time. It’s now time for him to lead the day-to-day running of the company. We are committed to bringing innovation and value to our customers and Oliver will be working with our team to introduce a constant supply of fresh new frames across our ranges.”