Sanborn fire maps in 1898, 1904, and 1911 show a single-story brick building here, listed as a grocery store. The building is the same width, but a bit shorter.
The 1922 map just calls it a "store." The 1930 map does as well, but on that map it has been "stretched" to match its current length.
1959: Cato's Women's Clothing
1969: Elsie Fleming Shop
The 1969 city directory lists Elsie Fleming Shop as occupant.
Miss Elsie Fleming's store sold fine women's clothing. "Miss Elsie" dressed brides and Peach Festival Queens.