NEW YORK — Services for Sally Stringfellow, 64, former executive vice president of the Tog Shop, a Georgia mail order firm, will be held Friday at 2 p.m. at the Milam Funeral Home in Gainesville, Fla.

Stringfellow died Sunday of heart failure at her home in Atlanta, according to Jane Delarber, senior buyer at the company.

In the early Fifties, Stringfellow joined the Tog Shop, a mail order company for women’s apparel in Americus, Ga. She was involved in almost every aspect of the business, including production, merchandising and buying. She retired in 1991.

Surviving are a son, Will Stringfellow; two daughters, Lee Rosser and Ellen Messmer, and a brother, Jesse Samuel Cooper Butz.