We generally install site finished flooring. We use either standard stains or custom match to something a client wants. If you like no red undertone, look at provential as a mid-tone.

I would visit a few local flooring stores in your area to see what is available, hear about each products attributes, and then make a decision.

If you are doing custom stained and site finished, you don't buy ''brands''. You buy from a wholesaler who sources raw wood from different regional mills. The flooring professional that you choose is the primary determinant of the quality of the end result when you do that. His skill level in achieving color, a consistent finish, and his customer service is what you are buying. The wood itself is secondary. Any hack can take $12 a foot premium cherry and screw it up bad enough that you might as well have bought the $4 birch instead. It takes a talented *finisher* to take that $4 birch and make it look as good as $12 cherry. Check his references, and make sure he gives you samples from which to choose and sign off. If you are buying prefinished, it depends entirely on your budget and what species you want. If you stay away from box stores and liquidators, you can find some good quality products. Ask your flooring installer for where to shop. You get what you pay for.

There are many flooring manufacturers around, but which one do you prefer? Ours can be found in our carpet buying guide here.