The retailer is contacting agencies directly to invite them to compete for the business. Libertine will not repitch.
The retailer's latest ad push, created in-house, is a print campaign featuring the model Abbey Clancy showcasing its latest range of bikinis, which launched last month.
Previous advertising campaigns for the company, under its creative director, the fashion designer Jeff Banks, have featured the TV presenter Melanie Sykes.
The retailer, which specialises in large out-of-town outlets, reported last month that operating profit rose 30 per cent to £132.9 million in the year to the end of February, and revenue was up 8 per cent to £1.1 billion. Matalan's like-for-like sales rose 6.7 per cent.
Matalan is controlled by its Monaco-based founder, John Hargreaves.