Afflelou has made Anna Bordes chief executive of Optical Discount in replacement of Olivier de Mendez. She will be tasked with reinforcing the low-cost French chain's territorial presence and spurring its digital development. Prior to joining Optical Discount, Bordes was a manager at Amazon Retail. She also worked for four years at Alliance Optique, where she became head of marketing and commercial development. The chain had 140 stores at the beginning of this year.