You have a requirement that no row may contain the same number twice. Can different rows in the same matrix contain the same number? So in the example below, A would not be acceptable (the second row has two 3's) but B would be acceptable (the first and second rows each have 2)?
A = [1 2; 3 3];
B = [1 2; 2 3];
If so, call randperm once for each row, telling it to generate size(B, 2) numbers from 1 to your upper limit.
nrows = 10;
ncols = 7;
maxvalue = 100;
A = zeros(nrows, ncols);
for whichrow = 1:nrows
A(whichrow, :) = randperm(maxvalue, ncols);
If you call rng default immediately before calling that code the resulting matrix should have three rows that contain the number 4 and three rows that contain 89, but that neither 4 nor 89 repeat in the same row.