I've customised a font to give it a Bondi feel — a bit of a marine / surf club sign-writing style. The laces form the O. This also relates to the act of giving some of the profits – it looks like a sack of money. It also illustrates (the first stage of) tying up laces. A bit of a fun edge to it.
The dots either side represent lace holes. Rather than spacing the word out too much which is not really a modern look.
Concept two is a piece of lace art — this would be highly memorable and great for promotion of this product. Bondi is about the beach — why not tell that story in the logo. *thought — social media campaign: what can you create with your BONDI Laces?