Dunelm Optical has promoted David Baker to the position of managing director. He replaces Peter Beaumont, who will become the company's chairman and chief executive. Baker joined the British frame supplier and ophthalmic laboratory in January 2016 as its new commercial director. Prior to joining Dunelm, he served for four years as managing director at International Eyewear. In addition, Dunelm has announced that Oliver Beaumont, its current northern regional sales manager, has joined the board of directors, with special responsibility for product management and development. Beaumont will also continue to serve as northern regional sales manager.