Upmarket means made for people with money — more expensive, better quality, and aimed at customers who can pay more. You use it about shops, restaurants, hotels, brands, clothes, and whole neighbourhoods: an upmarket café, an upmarket area of the city. It works as an adjective ('an upmarket restaurant') and also as an adverb after 'go' or 'move' ('the brand has gone upmarket'), which means the company decided to sell fancier, pricier things than before. Its opposite is 'downmarket', which is cheaper and aimed at ordinary buyers. Two things worth noticing. First, upmarket describes the customers a business is chasing, not just the price tag — an upmarket shop is trying to attract a certain kind of person. Second, it carries a small edge. Depending on how you say it, 'upmarket' can be plain description or a light poke at people trying to look richer than they are: 'It's gone a bit upmarket since they redecorated' often means the coffee costs twice as much now. This is British English, and common in Australia too. Americans usually say 'upscale' in the same places, and 'high-end' works for both.