EXHIBIT 23.4

        CONSENT OF HOULIHAN LOKEY HOWARD & ZUKIN FINANCIAL ADVISORS, INC.

We hereby consent to the use of our name in the Registration Statement on Form
S-1 of Alliance Laundry Holdings Inc. By giving such consent we do not thereby
admit that we are experts with respect to any part of such Registration
Statement within the meaning of the term "expert" as used in, or that we come
within the category of persons whose consent is required under, the Securities
Act of 1933, as amended, or the rules and regulations of the Securities and
Exchange Commission promulgated thereunder.

/s/ Houlihan Lokey Howard & Zukin Financial Advisors, Inc.
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Houlihan Lokey Howard & Zukin Financial Advisors, Inc.
May 24, 2004