upmarketupmarket2 (also up-scale American EnglishAmE) adverbadv1go/move upmarket/upscale to start buying or selling more expensive goods or servicesThe travel operator is trying to lose its cheap image and move upmarket with more exotic destinations.
2take something upmarket/upscale to change a product or a service, or people’s ideas about it, so that it is or seems to be more expensive and of better qualityHe took the retailer upmarket, adding European designer clothing to its range.