Just a heads-up to anyone ordering this (we had it specially shipped in from Sweeden) all of the pictures of it on their site are not strictly true. Sadly it is only now we have started unpacking the boxes we see that there is rougly 50% about 5 shades DARKER than the lovely reddish oak we had envisaged. So we now are having a tiger floor <sobs> and I am having to plan rugs and other things to cover the worst areas. Builder had already laid half a room before the (what we thought were 'dud') boxes turned up, so no chance of returning as Kahrs say this is how it is meant to be.
Thought I should warn as there aren't many show rooms about (our Fenwicks only showed 2 planks together and certainly not such a massive colour difference) and this was a silly mistake that I don't want anyone else to have
I agree with Library that it will probably be less obvious once the floor is laid and the room furnished. I really like a variegated look - don't panic, I'm sure it will look great when it is finished and you get used to it.
Lioninthesun - are you happy with your flooring? We're considering Oak Nouveau Snow but am a bit worried about how it will stand up and how we would repair it if it were damaged (as it would take off the colouring)