As in every resort, there are lots of rentals shops, some are more expensive than others but if you go online and check out:
www.gravierskis.com - Gravier do not increase their prices during the peak season, nice touch...
Here's our tip, if one of your party is hiring, ask if you can leave your own equipment in there.
We have asked if, on our last ski trip, Le Caribou (central Morzine) want any additional cash for leaving 4 sets of boards/ski's and boots, nope! We did leave them a tip upon leaving..
Needless to say, we have booked there again through Ski Set.. Trust us, we've checked and checked for the best value hire and either Snow Rental or Ski Set using Le Caribou comes out the best value and are awesome plus really helpful.